We worked with Chef Larry Schreiber to create a striking brand identity for his newest venture: a New York-style deli in Charlotte’s Optimist Hall.

Food has been a part of Larry’s story since he was a kid in Long Island. From cooking in the lunch room at school, to spending weekends in Manhattan with his grandparents eating homemade matzah ball soup or visiting their favorite deli. Now, he’s bringing that taste of his childhood to Charlotte, with Schreiber’s on Rye – a ‘Jew-ish’ deli counter that will transport you back to NY. 

For this concept, we created a brand that feels equal parts iconic, nostalgic & modern—while staying authentic to Larry himself.