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.
humphreyscounter.comServices
- Brand Identity
- Art Direction
- Website Design
- Signage
- Content & Photography
- Social Direction
02
the film
03
the website
your local sandwich supplier.
the mascot, the red-and-black signage, and the menu, carried onto a site that tells you what’s in the cabinet and where to find it — on a laptop or a phone.
04
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.
05
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.
06
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.
start a projectproject facts
the short version.
blurstate designed the brand identity, website, signage, and launch photography for Humphrey's Counter, a design-led sandwich counter in Wellington, New Zealand. It was the studio's first paid client.
- client
- Humphrey's Counter
- location
- Wellington, New Zealand
- services
- Brand identity, Art direction, Website design, Signage, Content & photography, Social direction
- studio
- blurstate, New Zealand
- live site
- humphreyscounter.com