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MIHO Gastrotruck began with a solid idea, a deep passion and a gallon of unleaded. At a time when food trucks were gaining acceptance and respect among the nation’s foodies, MIHO’s strategy was to bring farm-to-table quality and sustainability to the 
streets of San Diego.

Through Kevin and Juan’s love and understanding of the world’s most delicious street food and their shared dedication to serving the very best product possible, MIHO was born. Next, they just needed to top it off with a heaping helping of brand satisfaction from Savacool Secviar.


Setting out to define the MIHO brand meant spotlighting the deep passion and understanding of food possessed by Kevin and Juan.

Their knowledge, passion and craft inspired our solution 
for the most visible part of the brand: the truck.

We suggested a massive MIHO logo composed of some of the world’s most interesting thoughts and words about food. Supporting brand materials were built around the innovative truck design: website, posters, business cards, loyalty cards and t-shirts. Each piece aimed at reflecting MIHO’s honest, crafted, worldly and exciting approach to street food.


MIHO is a phenomenon with a near cult-like following. We were able to successfully create a brand identity as fresh and delicious as MIHO’s unique offerings. The brand has grown to include a second truck, a catering business, and a retail component and the work has been praised and awarded.

MIHO has been able to create an 
amazing level of brand loyalty with seemingly every customer.