I’m so excited to share this little labor of love with you today! My friend, Jack Muldowney, and I wanted to collaborate on a branding project together, so we decided to rebrand our favorite sandwich shop, JP Graziano, as a concept design. We started this project several months ago, and finally got around to putting the finishing touches on it and shooting everything together!

JP Graziano is one of the oldest and most recognized sandwich shops and Italian grocer here in the West Loop of Chicago. They pride themselves on a rich history and generations of a family owned business, which is something we wanted to focus on and celebrate in our new concept. The colors lend themselves to a more traditional Italian look, while the clean and simple typography balances out the style by bringing in some more modern touches. We had a ton of fun building this brand out, from postcards to stickers and sandwich wrappers. This is definitely one of my favorite projects to date – sometimes a concept or personal project can end up being some of your best work, especially if it’s something your passionate about!

JP Branding _ J Serafini and J MuldowneyJP-Envelope-_-J-Serafini-and-J-Muldowney JP-Letterhead-_-J-Serafini-and-J-MuldowneyJP-Postcards-_-J-Serafini-and-J-Muldowney JP-Packaging-_-J-Serafini-and-J-Muldowney JP-Olives-_-J-Serafini-and-J-MuldowneyJP Stamp _ J Serafini and J MuldowneyJP-Postcard-Detail-_-J-Serafini-and-J-Muldowney JP-Elements2-_-J-Serafini-and-J-Muldowney

  1. Jamie

    This looks awesome! I LOVE the color pallet & mixture of modern + historic touches. Inspires me to get started on my own case study :)

  2. Alex

    this looks so amazing jen (+ jack)!! such beautiful work :)

  3. You guys did an amazing job on this! It looks fantastic and I love the muted tones.

  4. LOVE! deliciously appropriate design. where did you guys get all of the vintage photography? so great, jen + jack!

    • Thanks Allison! Some of the photography is from the existing JP Graziano site and the others were found online by searching for historical Chicago shots :)

  5. Vanessa

    You guys hit this out of the park. Amazing job. Love all of the product photography too!

  6. Aaron

    Incredible work Jen. Looks so good. Must’ve been really fun to work on.

    • Thanks so much Aaron! It was definitely a fun one :)

  7. Lyn Williams

    Absolutely love this Jen and Jack! The colours, the photography, the history and the contemporary twist. This is my ultimate brief; a complete branding on a restaurant or cafe… day (she says dreamily).

  8. Maja

    Love it! I have a question though: Where did you print the stickers and the rest? I imagine it’s quite pricey or impossible even to print only very small quantities..

    • Hi Maja! We actually printed and comped it all up at home, experimenting with different papers. Some of the final retouched shots have the digital rendering overlayed on the image to make it look better :)

  9. Liz

    Absolutely stunning, Jen!

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