Updating the Local Deli

Many a Burlingame local have come to love CJ's Deli for their extensive menu of over 100 sandwiches, laid back atmosphere, and mom & pop shop charm. Or if you're my brother, it's the Texas Tri-Tip that seals the deal. However charming you may think this little shop is, they do have an identity issue.

Outside:South Side Shot
Christmas/Italian color pallet

Front Awning
Color and lettering is in accordance with rest of shops in building

Inside the Shop
Crowded, overwhelming amount of menus, text and in need of one uniform design

Here are the final designs below from my process book. I chose a red, white, and black pallet to keep true to their Italian history without making it look like a seasonal holiday store. The font is similar to the outdoor awning to be consistent. The 'gourmet' is in red script to add emphasis and remind customers of their 100 unique sandwich choices. The simple sandwich logo adds a 'cute' element and in its singularity, it looks modern and chic.

Business Card (front & back)Letter Head and Envelope

If you would like to see the entire process book (brainstorming, early ideas, and research), please let me know and I can e-mail you the pdf.