East 7th Pizza & Deli is inspired by chef Rehan’s time in New York, where his love for pizza took shape. Living on East 7th Avenue, he immersed himself in the city’s iconic pizza culture, mastering the craft with a commitment to authenticity. Named after the street he called home, East 7th Pizza & Deli is his tribute to those formative years, built on fresh ingredients, time-honored techniques, and the belief that great pizza starts with genuine love for the craft.

We took inspiration from retro, old-school delis and classic New York-style delis that people return to for the comfort of familiar, high-quality food, These delis are cherished not just for their taste, but for the warmth and consistency they offer. Using nostalgic design elements like vintage typography and checkered patterns, we created an identity that feels both timeless and inviting. The Devanagari logo stays true to the essence of the English version, keeping the same typeface while retaining the ‘7’ in English. The cut in the ‘7’ reflects the slice cut in a pizza, creating a cohesive and iconic look across both logos.

We created an illustration that captures East 7th’s journey from cloud kitchen to its new dine-in space, staying true to its roots. Featured on the pizza box packaging, it nods to the charm of an old-school deli, blending nostalgia with a modern touch. The hand-drawn illustrations were designed to complement the brand’s identity at every touchpoint. Checkered patterns inspired by New York delis bring a touch of classic charm to the identity.

The visual language with this vintage feel is across all digital and print collaterals. It was also infused in the space where the whole idea was to make it feel like a place that has been there for years to bring out the old deli charm.