for this project we were assigned both an animal and cuisine at random, and then asked to brand a food truck based on a combined theme (i was given a shark and tacos). the name "fin" was born out of two ideas: the dorsal fin of a shark, and the spanish translation of the word "end" as the truck arrives and serves alcohol in the evening. the branding is gory in a playful way, so we the customers are the predators, and the "fin" truck is serving our prey. (it's a real feeding frenzy)
modified letterforms invoke the feeling of the dorsal fin.