On Rye, a brand new sandwich store in Washington, D.C. that updates Jewish deli classics with pure, healthful elements and sudden recipes. The fast-casual restaurant provides conventional dishes a contemporary twist, serving up a menu that features Wagyu pastrami on gluten-free bread, vegetarian smoked beet and portobello Reubens, oven-roasted vegetable latkes, and a babka ice cream sandwich, in addition to requirements like matzoh ball soup and an egg cream “that’s to die for.”
Pentagram’s Michael Bierut, the partner-charge, and affiliate Jesse Reed, designed branding for On Rye that places a recent spin on the easy, no-nonsense graphics and imagery present in conventional Jewish delis, with a facet of humor. This system extends to the web site, packaging, environmental graphics and swag.
The pragmatic strategy of conventional deli graphics impressed an elemental logotype set in a robust Franklin Gothic, in stacked or horizontal configurations. The straightforward black-and-white coloration palette is ready off by vivid pictures of the menu gadgets. For the pictures, the designers enlisted the photographer Bobby Doherty, identified for his colourful meals pictures. Detailed, virtually hyper-real photographs put the meals entrance and heart, celebrating the healthful elements.