The business had evolved from small-town hustle to urban establishment.
How do you scale into a legitimate Seattle hot spot without losing authenticity from their Yakima roots?
Visual Identity 🔗 Packaging Design 🔗 Environmental graphics 🔗 Copy
As a new face in a competitive market, the brand needed to feel instantly established and confident, while remaining approachable enough for daily regulars. Too polished would alienate; too casual would get ignored.
We created a vintage-inspired oval badge that references classic American diner and sub shop signage. The badge format is purposefully analog and timeless—avoiding trendy minimalism in favor of something that feels established, trusted, and built to last. The palette is warm and ingredient-inspired (dough, pickles, citrus) while maintaining enough contrast and visual interest to work across all applications. It bridges vintage aesthetics with contemporary color sensibility.
The packaging reinforces the vintage Americana aesthetic while maintaining clean, modern functionality. Each piece uses the warm color palette and incorporates the nostalgic feel, creating a cohesive brand experience from counter to customer.
Rather than abandon Jesse's Eastern Washington origins, we made them central to the brand story. The transition from "small town" to "big city" became a narrative of bringing honest work ethic and quality standards to a market that needed it.