Fusco's Sandwich Club
Fusco’s Sandwich Club blends the feel of a Neapolitan bar with the hospitality of an old-school American supper club in Tucson, AZ.
One owner’s family comes from Agerola, a town near the Amalfi Coast known for its bread, and the menu follows that lineage: house-baked sfilatino loaves and sandwiches, regional pastries, espresso, and a three-spritz program.
Pain Points to Fix
As a brand-new concept, Fusco’s needed everything from strategy to storefront, with a sense of nostalgia that steered clear of the well-worn New York Italian deli.
The system also had to hold up everywhere from signage down to a quarter-inch sticker on a bag closure.
The Turnout
I positioned Fusco’s as the accessible social club: the belonging of a supper club without the reservations, dress codes, or covers. Since most of the menu is made by hand, a hand holding an olive became the primary mark.
Supporting marks, a chef character for each menu category, and a library of spot illustrations carry the brand across menus, bakery and jar packaging, tableware, staff apparel, and the membership program.
Services
Brand Strategy
Visual Identity
Illustration
Packaging
Collateral
