A father and son duo approached us to help transform a local butch that had seen better days into a produce-driven providore, delicatessen and caféteria. With a love of food and a great location, we worked with them to define the positioning, naming, brand identity and subsequent roll-out of collateral. With the venue in a history rich, community-centric locale, it was important to seamlessly fit in with the surrounding environment and feel as though the new venture had been part of the local tapestry for decades. With this in mind, and the family-run nature of the operation, we took inspiration from classic general stores of bygone eras when developing the naming and graphic language.
The solution started by creating a custom typographic identity and icon suite that referenced the floor to ceiling shelving with rollable ladders common in establishments of this style. This aided the brand to tow the line between the contemporary nature of the offer and the family-run, nostalgia of the service. A comprehensive roll-out of the brand across all consumer touch points helped build instant brand recognition within the community further cementing the ‘always here’ feel of the new business.