Katz’s Delicatessen

Handed down through family and friends since 1888, Katz’s Delicatessen is the oldest Jewish deli in New York and a cultural icon that still attracts many tourists and locals. From a logo that captures its storefront to a typographic system inspired by the signs on the restaurant's walls, the visual identity celebrates the store itself. The recognizable neon signs within the store are turned into patterns for packaging and merchandise as well.

As a nod to Katz’s well-known custom of receiving and returning the iconic meal tickets, the business card is modeled after them. Customers are encouraged to share what they got at Katz’s on social media after writing their order down on the business card. Like this, instead of erasing the restaurant’s history, this rebrand focuses on celebrating Katz’s Delicatessen by conserving and highlighting its tradition.