A Branding Identity Project with a Focus on Holding Onto Traditional Style, with a Modern Update

The redesign for the Oscar's Deli branding starts with the heritage of the restaurant, spanning over ninety years in downtown Winnipeg. This classic diner has been serving the downtown core for generations, and that heritage is important to the character of the business. We wanted to make sure that voice was clear while bringing the design into a more modern era.
We started with the word mark, Using elegant Type and positioning to lean into the classic Deli style, and added a character illustration to create a friendly and familiar ppersonal presence within the identity.