Massi's

Massi's · Brand Identity

Massi's brand identity project delivers a cohesive visual language for the Astoria-based sandwich shop. The design system bridges traditional food service aesthetics with whimsical, folk-art-inspired graphics, utilizing a bold palette of red, green, and yellow across a wide range of applications. Saint-Urbain spearheaded the graphic design and illustration, establishing a core identity that carries through printed collateral, custom packaging, and illustrated menus. Motion elements by Gur Margalit and photography by Alexander Stein extend the identity into dynamic spaces. The work features clean typography and vector illustrations, showcased through both structured digital animations and candid editorial photography. The branding effort encompasses everything from bespoke matchbooks and playing cards to branded merchandise, creating a unified presence that highlights both the craft of sandwich making and the identity of the kitchen.