The challenge for this project was to rebrand the infamous cured meat/sandwich shop, Salumi, located in downtown Seattle, WA. The artisanal cured meat mecca is the pride and joy of the Batali family and has a reputation as one of the top meat shops in the country.
Salumi's current branding speaks to the classical feel that has a place but is not reflective of what Salumi represents as they have now become widely recognized in the world of artisanal cured meats. A rebrand would uplift the identity in order to attract a wider customer base while also maintaining that traditional, Italian heritage that stands at the core of Salumi.
I chose to create a custom type design for the new visual identity in order to incorporate influence from traditional Italian art deco styles and a modern, revived feel.