OBJECTIVE /
Redesign a deli meat line and deli products for either an existing company or a fictional one. Rebrand their existing identity and strengthen the brand equity through the overall look that spans a variety of products. Create a system for meat packs, oils, spices and condiments, to take-out containers and even utensils.

APPROACH /
Dittmer’s Gourmet Meats & Wurst-Haus, a traditional family-owned German butcher shop and delicatessen, has served the Bay area since their debut in 1978. They take pride in their award-winning meats, freshly made sausages and homemade specialty items.

I chose to reinvent this deli by embracing their German heritage and elevating the brand to match their moderately high price range. The new identity is a take on the traditional family crest which highlights Dittmer’s as a family-run business. I also shortened the name and used the original German spelling, “delikatessen.” The overall traditional design features a bilingual approach with both the English and German name on its labels.