Deli Makeover:
Transforming a Tranquil Deli into a popular Student Dining Hub
Columbia Dining | Branding
Creating a one of a kind dining experience for the faculty, students and staff of Columbia University.
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Logo
Brand Guide
Signage & Wayfinding
Environmental graphics
Print & digital marketing assets
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800-1,000 daily customers on average.
Praises and strong following from students
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Best of Case District II Award
2023 CASE circle of excellence award
Columbia Dining added a prime retail location in 2022 to create a welcoming and energizing student dining spot. The space acknowledges students' needs and promotes a positive experience.
Summary
We are transforming a retail store into a thriving dining destination.
Step into the world of Columbia Dining's executive chef, Michael DeMartino, with a visit to his sandwich shop. This establishment is a tribute to Mike's love of good old-fashioned sandwiches, particularly his perfected childhood recipe, the "Grandma Special." The shop serves 10-inch super-stuffed sandwiches, offering a daily traditional, vegan, particular option, and build-your-own.
Research
How do we create and launch an exciting Dining location for students while collaborating across three schools to get stakeholder buy-in?
We embarked on a journey driven by a story. Our mission was to create a dining experience to bring Chef Mike's food selections to life. We delved deeper and discovered his passion for old-fashioned sandwiches and the memories attached to them. With the proposed name and feel in mind, we shared our vision with stakeholders across three departments—dining, Communications, and Engineering—to ignite their excitement and gain their buy-in. Together, we're ready to dive into the Creative phase and bring our collective vision to life.
Creative
Crafting a brand that is both original to Chef Mike's story and authenticity while staying true to Columbia
The logo design elements were inspired by vintage NY/NJ Delis, which combined antique hand-painted signs in a script style with bold uppercase Sans Serif font types. The brand reflects Chef Mike's personality and style, from his caricature illustration to his hand-doodled chef hat, which he incorporates whenever he signs his name, contributing to his "celeb" status on campus.
Creative
Enhancing Chef Mike's Sub Shop's Future with a New Color Palette and Icon Styles
As we looked at Chef Mike's Sub Shop's future, we knew that we could do more to ensure its success. That's why we created a color palette with tested tints and shades, providing greater flexibility for accessible color combinations. Additionally, our set of icon styles with guidelines for new icons empowers the team to build upon their existing collection, ensuring that they can continue to thrive and expand.
In January 2022, Columbia Dining introduced Chef Mike's Sub Shop, offering a variety of 10-inch sandwiches that cater to different dietary preferences. With its playful design that aligns with the Columbia brand, the sub-shop has quickly become a popular spot for students, contributing to the vibrant campus culture.
Impact
Chef Mike's Sub Shop Expands its Hours for Fall Becoming a Must-Visit Destination for Students.
Chef Mike's Sub Shop has quickly become a beloved destination for students, and its popularity is growing daily. Its success has paved the way for an even brighter future as it expands its hours for Fall 2022. By providing a unique dining experience and purposeful branding, Chef Mike Sub Shop has shown that great things can be achieved with hard work and a commitment to excellence.
Average of daily customers