Inspired equally by New York’s corner bodegas and San Francisco’s fresh markets, this neighborhood shop offers everything from fresh produce to packaged grocery items. Paulette’s would quickly become a Pilsen staple for grab-and-go options and chef-driven deli sandwiches and salads.

The challenge was to create a brand that was approachable and classic, with enough versatility to work across many different sizes and shapes of packaging and signage. The long list of the collateral needed for opening was extensive but the resulting set of design assets was cohesive without being stale.