I co-founded a New York / New Jersey-inspired deli that sits in a freshly baked brick & mortar in Los Angeles. We opened by the skin of our teeth in early 2021. The deli's original concept included a speakeasy nightclub, more on that in a couple of years. This project gave me the perfect excuse to partner up with local sign painters, butchers, muralists, screen printers, content creators, chefs, contractors, social media gurus, you name it.
Role: Creative, Branding
Passeggiata Italian noun pas·seg·gia·ta : A traditional evening stroll in the central plaza by a town's residents.
The logo combined meticulous hand lettering with the bubble letter graffiti shapes.
As for the color, this faded yellow felt perfectly nostalgic.
We partnered Jon Hamm with for a signature "Hamm Sandwich". Proceeds went directly to feeding medical workers at Martin Luther King Community Hospital.
Then we partnered with Soho House for a bougie live stream sandwich making tutorial. Ooh La La!
Next was ODR Studios X Ggiata for a Jersey deli tour video:
As a new establishment in an industry that celebrates longevity, our only option was to create these fabricated throwback memories.
We made it to the Los Angeles Morning News, feeding a bunch of generous newscasters breakfast at about 6AM.