brand identity
A type-led, design-led identity for a modern deli — a wordmark and system built to live online first, not just above the door.
01
case study
humphrey’s counter
a wellington sandwich counter, built to live online.
blurstate’s first paid client. a design-led indie deli that behaves like a culture brand — identity-driven, type-led, and native to the feed. we built the brand, the site, the signage, and the launch content from the counter up.
Services
- Brand Identity
- Art Direction
- Website Design
- Signage
- Content & Photography
- Social Direction
02
the film
03
the work
shot on site.
the food, the bread, the merch, the counter — real photography from the shop, feeding straight into launch. more coming as the counter keeps moving.
04
what we did
a whole counter, launched.
website + brand kit
A light, fast site and a brand kit the counter can run itself with — colour, type, and layout rules that stay consistent across every post.
signage + content
Sign designs for the shopfront, plus an on-site shoot — fit-out, counter, food, and signage — feeding real photography straight into launch.
05
the result
we’re open. wellington, come meet the counter.
a brand that opened with its own voice already intact — design-led, online-first, ready for the feed on day one.
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