Massi’s branding with Italian vibe by Saint-Urbain
The Massi's sandwich shop brand design is inspired by a retro diner sign.
When Massi’s approached Saint-Urbain, they brought a vision full of warmth, flavor, and family roots. Located in Astoria, Queens and named after the chef’s son, the goal was to create more than just an Italian sandwich shop – it had to feel like a local institution from day one.
“They weren’t super prescriptive,” says Alex Ostroff, founder and creative director of Saint-Urbain. “They trusted us to build something that felt like family – something that would feel right next to white tile and the smell of fresh bread.”
From the incredible bread and beef tallow fries to the atmosphere that only a family-run diner can offer, Massi’s has quickly become a weekly spot for locals. The brand is instantly recognizable, and the illustrated Scopa characters are already making their way onto the merchandise, a testament to how deeply the concept resonates.
Key to the identity is also the visual style of the historic card game “Scopa”, a popular pastime in Italy that has been around for over 400 years. This was identified as a crucial reference point for the brand during the mood board research phase and ultimately inspired a series of illustrations based on iconic card designs.
These can be found across the identity, including the merchandise, with Ostroff explaining that they “wanted it to feel like something your nonna might recognise, but your cool cousin would wear on a hat”. A warm color palette and expressive illustrations further enhance the brand’s handcrafted and accessible feel. It’s a balance of heritage and simplicity – a decidedly Italian personality rooted in the everyday life of Queens.
With Massi’s already a local favorite in Astoria, Ostroff says the branding has been a huge success: “There’s a lot of heart behind this one. Even the yellow horse on the wall – kids are already pointing at it and asking to go back. That’s the dream, right? You don’t just build a brand. You build memories.”
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