Giacomo
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Giacomo Fine Food is a family owned and operated general food store offering a selection of eclectic sandwiches, soups, and pastries in New York City’s Upper West Side neighborhood.
Roles: Design, Lettering
Challenge
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Giacomo is known for its friendly, humble no-frills atmosphere and affordable sandwiches and food items. With this project, I wanted to create a cohesive, elevated identity that feels as warm and eclectic, but also artisanal with some subtle Italian flare.
Solution
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The Giacomo word-mark was lettered in a flowing Italian hand style that is simultaneously friendly and traditional; Paired with matching rounded elements and more contrasting angular forms and type hints at a more eclectic establishment. Furthermore, I chose to evoke a sense of humility with limited, warm, and eye catching earthen color palette, paying special attention that every brand touchpoint could be created in an affordable one or two color print. A quatrefoil motif is also used as a pattern and container that hints at a more general, worldy shape to express that Giacomo’s food items take inspiration from a variety of cuisines.
