Hospitality & Travel · by Helocrene
Midday
Helocrene
Midday is a brand concept for a modern sandwich bar. The identity strips the visual language of a classic deli down to its essentials, combining a clean, functional system with subtle cues from old-school sandwich shops. Utilitarian typography and straightforward layouts create an everyday, practical system, while details such as the circular badge, printed napkins and food labeling introduce a retro-fun touch and a sense of familiarity. Rather than relying on nostalgia, these familiar codes are stripped back and reinterpreted through a distinctly current visual language. The result feels like a deli designed by a robot: systematic, slightly deadpan, with tongue-in-cheek details adding personality.
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