Massi's
Brand Identity
Sep 2025
Massi's brand identity project establishes a comprehensive visual language for the Astoria-based sandwich shop, blending traditional folk art influences with bold, modern graphic design. The project spans across tactile packaging, custom editorial illustrations, and motion-based identity development. Saint-Urbain spearheaded the graphic design and illustration, employing clean, vector-based techniques and vibrant, hand-drawn motifs that feature recurring elements like horse heads and stylized figures. Photography by Alexander Stein brings the brand into a commercial kitchen setting, using natural light to highlight textures in food, preparation, and branded merchandise. Complementing the static assets, motion elements by Gur Margalit trace the design process from initial pencil sketches to finalized digital lockups. The resulting identity system unifies printed collateral, apparel, and menu design through a consistent, energetic aesthetic.
Vertical, Commercial, Clean
Restaurants
Advertising Campaign
