New York City is a symphony of flavors, a melting pot where every bite tells a story.
At Brett’s Deli, that story unfolds through towering pastrami sandwiches, crisp pickles, and hand-crafted salad bowls—each a tribute to the city’s legendary delis. Rooted in nostalgia, yet built for today, Brett’s Deli was founded by a Queens native, a hospitality veteran with over 30 years of experience, who set out to create more than just a place to eat. He envisioned a space where every sandwich is an experience, where flavors transport diners to the bustling streets of the Big Apple, and where affordability meets authenticity.
With a menu that pays homage to the rich history of NYC’s deli culture, Brett’s Deli is a love letter to the city—crafted one sandwich at a time.
The challenge:
The essence of Brett’s Deli was clear: bold flavors, rich history, and an unmistakable New York attitude.
The challenge was to take an existing brand and expand it into a fully realized customer experience through strategic design. Every touchpoint, from menu boards to in-store signage, needed to evoke the nostalgia of classic delis while maintaining a fresh, modern edge. The tone had to feel inviting, the visuals had to reflect the quality of the food, and the materials had to seamlessly connect tradition with today’s fast-paced dining culture.
The solution:
I didn’t just design collateral—I curated a visual language that made Brett’s Deli an extension of the city’s legendary food culture.
As a Senior Designer, I approached the project with a deep understanding of brand storytelling and consumer experience. My contribution includes:
- Menu Boards & Signage – Clean yet bold layouts that highlight the food as the hero, balancing nostalgia with contemporary clarity.
Flyers & Promotional Materials – Eye-catching, street-inspired designs that bring the energy of NYC to every print piece.
Social Media Presence – A blend of engaging storytelling, mouthwatering visuals, and dynamic typography that captures the brand’s essence online.
Labels & Packaging – Designed for authenticity, with a handcrafted feel that elevates the takeout experience while reinforcing the brand’s personality.
From the moment a customer steps into Brett’s Deli, to the second they unwrap a sandwich at their desk, every detail now tells a consistent, compelling story—one that speaks in the unmistakable voice of New York’s greatest delis.
Brett’s Deli successfully bridges the gap between old-school deli traditions and the modern dining landscape.
By blending friendly typography, illustrative storytelling, vibrant colors, and a strategic customer experience, the brand captures the essence of NYC while positioning itself as a forward-thinking player in the culinary space. This design strategy not only attracts new customers but builds lasting loyalty through its cohesive and engaging brand identity.
Vibrant Design Elements: A bold yet refined color palette of intense red, white, and black was selected to reflect the energy of the city and the rich flavors of the menu. These colors provided a strong visual identity that stood out on shelves, in ads, and within the deli itself. This approach ensured Brett’s Deli appealed to both loyal patrons and a younger, trend-savvy audience, combining modernity with tradition.
Customer Experience Through Design: The design of Brett’s Deli extends beyond visuals—it informs the customer journey at every touchpoint. From the menu boards that guide you effortlessly through options, to the tactile labels that make takeout packaging feel personal, every detail was designed to elevate the experience. This holistic approach ensures that Brett’s Deli doesn’t just serve food—it serves moments, memories, and the true flavor of New York.
