SCHNEIDER DELI

Reinventing Chicago Jewish Delis one corned beef burger at a time.

Inspired by the great delis of Chicago in the 1920-50s, Chef Jake Schneider set out to create something new and yet familiar. From matzo ball soup to corned beef burgers, each dish is a new take on a traditional favorite.

The visual system for the deli has the same mix of old and new, introducing vintage scripts and colors, in contrast with modern linear elements. The Deli is located in Chicago’s landmark Ohio House Hotel-itself a shining example of Chicago’s colorful heritage. The logo has been carefully crafted to work well with the Ohio House signage, while purposefully differentiating for long term flexibility.

A simple set of system rules define the identity. Without a full graphic team to implement the identity on a regular basis, the system must be easy to use and flexible in its applications.

CREDIT
DESIGN: RIETJE BECKER
PHOTOGRAPHY: TIM McCOY