Old WOrld Deli

BRANDING | PACKAGING | INTERIOR | illustration

Old World Deli is an institution in Downtown Bellingham, WA, having been established in 2007, and voted Best Deli every year since then. In early 2023 I was approached to take on a truly massive project that would involve overhauling the branding, packaging, and interior of the deli. I wanted the brand to remain familiar in spirit, but the plan was to redesign almost everything possible.

The new branding highlights the absolute commitment to quality at Old World. I chose colors, typefaces and other graphic elements that embody their values of quality, authenticity, creativity, and warmth. I created a slogan: “The Very Best of Everything” which captures the ethos of the Deli. I reworked the main mark to bring more attention to the grocery and wine that they sell. Their existing packaging was essentially just sharpie writing on white labels. This was one of the primary goals of the project: to sell more of their exceptional house-made products.

I also worked closely with a local custom cabinet shop to completely renovate the interior of the deli. We designed shelving, reworked the kitchen and the line, and created a truly incredible interior space.

The overall transformation was extremely well-received and has resulted in increased exposure and revenue.