Gallery of Food has been turning ingredients into art since 1991, a beloved local institution with a bodega, café, and catering arm all under one roof.
The work was world-class. The brand, after decades of growth, wasn't keeping up.
Where every plate is a canvas, and the fork is the brush.
The challenge
The original mark put "Bodega" at the front of the brand, which made sense in 1991 but no longer captured everything Gallery of Food had become.
Three lines of business had grown up under one roof, each with its own audience, its own menu and its own van, and three competing logos to match. Customers loved the food and couldn't quite place the name.
The approach
We pulled the parent name back to center and refined the script: quieter, more confident, more legible at any size, so the wordmark carries the elegance of the food itself.
From there, the family system fell into place. Bodega, Café, and Catering each get their own lockup and a dedicated accent color, so the right line shows up on the right packaging, the right menu, the right van, without three competing logos.
One family. Three distinct personalities. The same handwriting.
Color and type
A pantry palette: five spice-drawer tones that read as food before they read as design. Each line of the family owns one accent; the script wordmark stays constant across all of them.
Swatch values approximate the client palette; client artwork appears at its own brand colors.
In the world
Packaging, menus, signage and the catering fleet. Everything a guest touches now carries the same handwriting.
