East 7th Pizza & Deli is inspired by chef Rehan’s time in New York, where his love for pizza took shape. Living on East 7th Avenue, he immersed himself in the city’s iconic pizza culture, mastering the craft with a commitment to authenticity. Named after the street he called home, East 7th Pizza & Deli is his tribute to those formative years, built on fresh ingredients, time-honored techniques, and the belief that great pizza starts with genuine love for the craft.
We drew inspiration from classic New York-style delis people return to for the comfort of familiar, high-quality food. These delis are cherished not just for their taste, but for the warmth and consistency they offer.
We took inspiration from retro, old-school delis, using nostalgic design elements like vintage typography, checkered patterns to create a space that feels both timeless and inviting.
We designed a Devanagari logo that stays true to the essence of the English version, keeping the same typeface while retaining the '7' in English. The cut in the '7' reflects the slice cut in a pizza, creating a cohesive and iconic look across both logos.
We created an illustration that captures East 7th’s journey from cloud kitchen to its new dine-in space, staying true to its roots. Featured on the pizza box packaging, it nods to the charm of an old-school deli, blending nostalgia with a modern touch.
Checkered patterns inspired by New York delis bring a touch of classic charm to the identity.
The hand-drawn illustrations were designed to complement the brand’s identity at every touchpoint.
We brought the brand to life through applications across key touchpoints at the cafe.
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