Di Palo's is a family-run latteria that began in 1910. Their mission is to bring Italian food and ingredients to America. Di Palo has a long and illustrious history of delivering the best imported Italian food and Italian spirit. In recent years, they opened a wine bar, went online, and published a book. However, their iconic storefront and friendly atmosphere are not reflected in their new brand touchpoints, and there is no brand guide to unite the brand and business.

Committed to artisanal Italian delicacies, Di Palo's is a century-old family business still run by family members who travel between continents to source the best products. I drew inspiration from family recipes, photo archives, and chose typography options that look harmonious with the store interior and history.

From an immigrant store to an Italian-American store devoted to authentic foods of Italy, Di Palo's embraces the feel of the country itself. I developed an honest and authentic brand identity with an emphasis on typography for Di Palo's. Every design is delightfully humorous, and most importantly, they provide points of education for customers.