East Dulwich Deli
Identity / Packaging

This logo is a monogram device developed from the initials EDD. A mixture of contemporary typography and more traditional, florid designs results in a decorative style evocative of pre-supermarket food retailing. To convey the quality of the establishment and its products, the stationery is printed on a luxurious, tinted tactile stock ­ actually made from recycled dollar bills. Flyers, invitations, packaging and livery use more embellished versions of the logo allowing the identity to grow organically with the creative needs of the shop.