Giacomo

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Giacomo Fine Food is a family-owned neighborhood food shop on New York City’s Upper West Side, offering an eclectic menu of sandwiches, soups, and pastries. This personal branding project explores how a small, no-frills establishment could be elevated through a cohesive visual identity while preserving its warmth, accessibility, and community-driven spirit.

Solution

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The Giacomo wordmark was custom-lettered in a flowing Italian-hand style to feel both friendly and traditional. Further rounded forms were paired with contrasting angular elements to introduce a sense of eclecticism reflective of the shop’s diverse menu. A warm, restrained earthen color palette reinforces humility and approachability, with the system designed to function across affordable one- and two-color print applications. A quatrefoil motif was introduced as a flexible pattern and container, referencing a worldly, timeless form that nods to Giacomo’s wide range of culinary influences.