The Etna Deli first opened its doors in 1978, serving a variety of sandwiches to the local community. Recently, it was remodeled by the family it was passed down to. The new owners reached out to me to create a fresh logo that had an old-timey feel, using specific shades of red and green. They wanted to include “XX” in the design, a nod to their roots and the family’s legacy, and they also wanted the established date to stand out to show how long they’ve been part of the Etna community.
My Process
The owner of the Etna deli already had a strong vision for their logo as you can see by their beautiful work on the napkin. So, I ran with their concept and developed it fully with their requested colors or green and red found in the Morshine logo they provided,
First draft
I sent them a first draft, and they asked for different shades of green. After sending an updated version, they changed direction and decided to go with more saturated reds and greens to give it a bolder, more vibrant look. We made those changes, and they were really happy with the final result.
Discussing with the client
Next, it was time to order signage for their shop. Since they’re based in Etna, CA, it was tough to find a local vendor, and it was too far from San Luis Obispo to order something locally here. So, I did some research and found a sign producer in Medford, Oregon. Reaching out was easy, they gave me a quote, which I passed along to the client. Once everything was approved, I let them know they could either pick up the signs or have them delivered directly to their shop.
ordering signs
