Brand Identity
Yosef Deli
Yosef Deli is 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.
Brand Identity
Yosef Deli
Yosef Deli is a NYC-style deli coming soon to Tokyo, serving high-quality comfort food and coffee.
Services:
Branding, Design, Illustration,
