Yosef Deli
A NYC-style deli coming soon to Tokyo, serving high-quality comfort food and coffee.
We were briefed to create a brand identity that felt memorable, distinctive, and contemporary; reimagining the spirit of a New York deli within a Japanese context. To achieve this, we drew visual inspiration from classic NYC deli signage alongside elements of Japanese graphic design and manga. The client also envisioned an illustrated mascot to embody the deli’s warm, hospitable personality. This came to life as Matt the Matzah Ball. The goal was to establish a strong visual language that feels welcoming, distinctive, and culturally connected. We look forward to sharing more of the Yosef Deli brand in-situ after opening in Shimokitazawa in mid-late 2026.
Year
2025
Service
Branding
Sector
Hospitality & Lifestyle
Studio 3AM
Creative Direction: Jonathan Key
Design Direction: Marty Luther
Design & Art Direction: Mike Spiteri
Illustration: Mike Spiteri
Project Management: Ria Gibson
Fonts used
Bebas Neue by Ryoichi Tsunekawa
Source Han Sans JP by Joo-Yeon Kang, Paul D. Hunt, Ryoko Nishizuka 西塚涼子, Sandoll Communications, and Soo-Young Jang
Basic Sans by Daniel Hernández