Massi’s, designed by Saint Urbain, nails the brief for an old-school Italian sandwich shop with branding that feels instantly recognizable.

The wordmark leans on a friendly serif typeface that reads beautifully in borderline neon signage, fry bags, and matchbooks. The deep red is classic without being stuffy, popping against white tile and paper. Small illustrations, like a croissant and laurel leaves, add a homemade-inspired personality across collateral. This branding feels exactly like what you’d want in a neighborhood restaurant – it’s comfy, cozy, and inviting.

Alex Ostroff, founder and creative director of Saint Urbain, walks us through the design process below.