Lucinda’s Delicatessen is a sandwich spot just off Alamo Square in San Francisco. They have some seriously good sandwiches (roast beef with blue cheese mayo and onion jam?? Yes please.) I reached out to them and asked if they wouldn’t mind me using their name in this branding exploration.
I didn’t want to start the brand from scratch. I really wanted to use some of the elements and language they already had, but refine it, make it my own, and give it a sense of unity. I played around with a few ideas, making use of nearby SF iconography like The Painted Ladies or Alamo Square Park. Eventually, however, I honed in on the use of the dog mascot they already had and the script-style font they used to create a logo, logo mark, and word mark for the brand.
