Sid's Deli, Toronto

Research Branding Print

Sid’s Deli was a cozy, family-friendly deli in downtown Toronto, owned by people who care deeply about authentic deli food. Corned beef was marinated and slow-cooked in-house, the matzo ball soup was a family-held recipe, and they couldn’t resist stocking up on Vernors ginger ale.

Sid’s was a namesake for the owner’s father-in-law, and the brand I created captured his personality: personable, fun, and authentic.

The deli unfortunately closed in 2016, but the identity still stands out in the Toronto market.

#E8001A #780212 #FFFFFF #000000

Modified Lobster brings some nice flavour

Lato compliments the script font nicely on web and print

Sid's wordmark

The owners were keen on a 60s funky feel, so it took a few iterations to land on the exact "style" that felt right. Here are some "no's" that stood out most compared to the final illustration style above.

Seeing print

Each asset was designed to be easily reproducible by the owners with their at-home printer. The business cards and menus can easily be printed in black and white, and everything else can be interchanged with white, black, and red accessories: napkins, plates, cutlery, mugs, and even tablecloths.