Say No to Meat on Drugs
- Branding & Identity
Cutlets is a sandwich shop in New York City offering a modernized take on the classic tri-state deli. Founded out of the love for the classic cutlet sandwich, Cutlets’ focus is on paying homage to the deli classic while prioritizing quality ingredients and responsible sourcing. We were asked to create a brand identity that respected the humble origins of the cutlet sandwich while also applying a clean and modern approach.
Transparency and accessibility were key considerations when developing the Cutlets identity. Our clients wanted a brand that reflected the sandwich’s humble roots while still feeling modern and clearly communicating their commitment to creating real, responsibly sourced food. Using icons, patterns, soft pastels colors and type design that hints at the nostalgic deli experience, we created a brand identity that’s clean, inviting feeling and clearly tells the Cutlets’ story.