Primo’s Deli
Primo’s is an Italian/Mexican fusion deli concept located in San Pedro California. Born out of the love for food and community, Primo’s has set out to be the anti-franchise in an increasingly corporate food category. Its main goal is to bring back the old school neighborhood deli concept in a fresh way. No sights on expansion, no focus on the bottom line. At its core, Primo’s is a gathering place for family and friends. A neighborhood staple and a must-have for locals and visitors alike. From service to sandwich, no one beats Primo’s.
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Food & Hospitality
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Brand Identity
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Fall 2023
Background
They say absence makes the heart grow fonder. This is the case for Jonah Fernandez when his position in the US Navy requires him to be deployed for months on end. Out at sea, he finds himself longing for the familiarity of his hometown. He misses his family, his community, and most notably, he craves the comfort of familiar food. These feelings sent Jonah on an entrepreneurial mission to create a neighborhood deli concept that’s sole focus is on community and comradery.
The visual strategy for the brand really came to life when Jonah shared with me a library of family photos. It was clear that these needed to be a focus. The sentiment I wanted to capture was around the joy of sharing food with the people you love. Whether that's family, friends or neighbors. So, within the brand expression we lean into those family photos that Jonah gave me. We’re able to memorialize those intimate moments and engrain them into the brand experience, giving new life to old memories.
It should come as no surprise that the brand expression was deeply inpsired by classic Italian Deli's. But just as important as the Italian roots were the ties to Mexico and the city of San Pedro. We wanted to set a culturally diverse tone with our unique color palette. At first pass, the colors of the Italian and Mexican flags are obvious. But the unique introduction of yellow adds a cultural vibrancy that separates Primo’s from the rest. We found comfort in the final color palette. It’s a direct reflection of Primo’s diverse roots, but more importantly, it captures the essence of a culturally diverse city and the strong people that call it home.
The primary illustration style for the brand pulls inspiration from traditional Italian food packaging and advertisements. Typically the subject matter is focused around the food or our fresh ingredients. The goal is to sprinkle in some of these familiar visual cues from the past that were commonly seen in old school delis and apply them to a more contemporary brand aesthetic.
