Citarella Gourmet Markets

Crafting a Fresh and Timeless Brand Identity

When Citarella, a beloved gourmet market with deep roots in New York City, requested a proposal for a branding project, they sought a refresh that would honor their rich heritage while appealing to a new generation of discerning food lovers. As a senior brand designer, I guided the creation of a modern yet timeless identity system that celebrated Citarella’s commitment to quality, craftsmanship, and culinary excellence.

A Story Rooted in Flavor and Tradition

Citarella’s brand story is steeped in tradition, but its visual identity needs to better reflect its evolving place in the gourmet food landscape. Drawing on my background in anthropology and archaeology, I focused on storytelling through design, connecting visual elements to the sensory experience of shopping at Citarella: fresh produce, fine meats, artisanal bread, and a love for the art of food.

A Thoughtful and Strategic Design Process

This project exemplifies my brand identity method

  • Discover: Conducted research on luxury food retail trends, analyzed Citarella’s competitors, and identified key customer insights.
  • Strategize: Developed a brand strategy that balanced Citarella’s heritage with a fresh, modern appeal, defining brand voice and messaging that highlighted their artisanal expertise and community roots.
  • Explore: Created mood boards inspired by old-world markets and contemporary food aesthetics, experimenting with color palettes that evoked freshness and premium quality.
  • Develop: Refined a scalable and accessible logo system, crafted supplemental graphics, and designed elegant packaging concepts that elevated the customer experience.
  • Implement: Delivered comprehensive style guides and asset packages to ensure consistency across store signage, packaging, and digital touchpoints.

Delivering Impactful Results

The revitalized brand identity positioned Citarella as both a trusted institution and an exciting destination for gourmet food lovers. The cohesive design system created a strong foundation for marketing campaigns and customer engagement, driving renewed brand excitement across Citarella’s locations.