I worked closely with founders Zach and Alex Frankel in the conceptual and philosophical development of this Jewish-style deli located in the Greenpoint neighborhood of Brooklyn. The aim was to create a place where fresh transplants to NYC mingled at the counter with neighborhood locals and MTA workers. We sought a crisp visual style (with hints of humor) that communicates a clear nod to classic New York City delicatessens while carefully avoiding kitsch or pastiche.