Gregg’s Deli
BRANDING, PACKAGING / 2025 X RAW SATAMATHE PROBLEMWhen the founders of Gregg’s Deli approached Raw Satama, they had a clear vision. They wanted to build an authentic New York style sandwich shop in Mexico. They already had the essentials in place: strong knowledge of the product, high quality standards, and a genuine passion for what they were creating. What they lacked was structure. They needed a brand capable of translating those values into a clear and cohesive identity.
One of the main challenges was avoiding the common stereotypes seen in similar concepts across Mexico. Many brands rely on surface level signals such as food trucks, black gloves, and industrial aesthetics to suggest quality, often without substance behind them. Gregg’s Deli wanted to move away from that narrative. The goal was to express authenticity without falling into cliché or appearing pretentious.
At the same time, the brand needed to honor tradition while remaining relevant in a contemporary context. It had to reference the legacy of classic New York delis, but through a lens that felt current, grounded, and intentional.
THE RITUAL DEVELOPEDGregg’s Deli is conceived as a unifier. A balance between classic and modern, built for those who crave authenticity without excess. We built a storyline around the cravers of ‘the real stuff’. Food that is honest, satisfying, and made to be shared.
The dark kitchen model reinforces this behavior. It enables effortless decisions and positions the brand within everyday rituals, such as an American football night with friends. This scenario became the foundation of the concept, guiding every brand element and positioning Gregg’s Deli as the easy choice for casual gatherings. A brand for those who value quality food in relaxed settings.
The visual identity is driven by appetite. A rich, distinctive color palette moves away from the predictable red and black of the category. The logo references traditional deli calligraphy, refined with a clean execution and subtle gestures that evoke the product itself. A sans serif counterpart provides balance and clarity.
Packaging extends the experience through the storyline of authenticity. Each sandwich is wrapped, sealed, and labeled with care. Larger orders are supported by structured boxes and personalized tags. Every delivery is signed by the person who prepared it, reinforcing attention to detail and accountability.