Urban Deli is not just a restaurant, a grocery store, or a deli – it’s a mix of all these things. And on top of that their vision is to become a destination for the food of the future. Sharing knowledge with clarity, honesty, and playfulness to inspire simple, enjoyable, and climate-smart cooking.

Our assignment was to create a new expression for Urban Deli, both visually and in communication. The development of the visual identity stems from the need to create a cohesive whole that customers, employees, and public opinion can recognize and appreciate. Based on Urban Deli’s core values—welcoming, knowledgeable, bold, and playful—we aimed to create a modern and contemporary design that appeals to all target groups and is recognizable in its physical manifestation.

Today, Urban Deli exists in various shapes and forms at Nytorget, in Sickla, in Hagastaden, and on Sveavägen, where there is also a hotel and a rooftop park. By having a clear and distinctive expression that is made up of a new house typography combined with illustrations, we tie Urban Deli's various units together, as well as give character to all communicative carriers such as signs, menus, event posters, etc.