In 2013,  we were commissioned by Anthony Carrino (HGTV's Kitchen Cousins), Dale Talde (Top Chef) and David Massoni (Talde, Thistle Hill Tavern and Pork Slope) to craft a visual experience and brand for their new project in Jersey City: Carrino Provisions. The job would take over 16 months to complete. The scope: branding, interior design, packaging design and a wide variety of signage.


The SIGNAGE

When the project began, the space was completely raw—broken bricks and no electricity. There were no fancy renderings, no sketches—just room for imagination. The space was set to have five stations: coffee, antipasti, pasta, butcher and pastries. Anthony had mentioned early on that he loved the vibe of walking through marketplaces in Italy where each proprietor had their own style, yet everything appeared visually cohesive. We decided that hand painting on brick would be the most authentic approach. Over the course of six months, we did just that. We designed and painted signage on over 500 square feet of brick wall, bringing life to the space and helping customers navigate the market. See sliding gallery at top of page.

When the painting was done we focused on the rest. The massive window space facing the street needed to be inviting for passerbys. We custom designed an array of gold leaf vinyl signage advertising the variety of foods inside through clever phrasing and iconography. Inside, we designed a custom neon sign read that directed customers to the Osteria (restaurant) in the back of the space.


COLLATERAL

Along with selling dozens of fancy hard-to-find italian products, Carrino Provisions sought to market their own proprietary goods. 

Since the plan was to have over 20 Carrino products within a few years, we needed a streamlined branding approach—simple and clean, yet uniquely Italian. Taking inspiration from the beautiful colors and typefaces used on vintage Italian bicycles and motorcycles, we created a colorful spectrum of products that left infinite room for growth in the future. 

Along with selling dozens of fancy hard-to-find italian products, Carrino Provisions sought to market their own proprietary goods. 


Aside from the products, we produced an array of other marketing materials, from stickers to menus.