Project Information

In a bold move, we transformed a serene deli into a vibrant student dining hub at Columbia University, crafting a unique culinary experience for faculty, students, and staff. Columbia Dining is at the heart of university life, orchestrating memorable events throughout the year. This year, they expanded their offerings with a fresh retail space, and our team was honored to play a part in its naming and branding.

Our journey involved close collaboration with the dining and engineering teams. We aimed to create a dining brand that resonated with students and garnered project support. During our interviews, we met Chef Michael DeMartino, affectionately known as Chef Mike. With over 18 years of experience, Chef Mike is a proud New York native who has been instrumental in shaping Columbia's culinary landscape. Inspired by his love for classic sandwiches, we created a sub shop that celebrates his childhood memories.

Our creative vision was centered around authenticity. Inspired by Mike's passion and his fond memories of his Nonna's sandwiches, we designed a logo featuring a playful caricature of Chef Mike. By blending vintage neon-style hand-drawn writing with a bold, modern font, we captured the essence of the past while feeling contemporary. We crafted a color palette that prioritizes accessibility, drawing from Columbia's style guide and incorporating unique hand-drawn illustrations to complement Chef Mike's iconic chef hat.

Chef Mike's Sub Shop has transformed a quiet space into a bustling student dining hub, enriching Columbia University's campus culture. The shop quickly gained popularity for its authentic brand story tied to Chef Mike's childhood. Students and staff flocked to try the signature "Grandma Special" sandwich, inspired by his cherished family recipe, and enjoyed T-shirts, stickers, and prizes. This vibrant new addition has become a testament to the power of storytelling and community engagement in culinary experiences.