In many ways Cafe Yael and Yaeli Deli are the ultimate Tel Avivian neighborhood institutions; From their location on a side street, in an average residential building – almost hidden, to the nonchalant approach of the place, to the food and service that strive to be as simple as they are good. The same purposeful concept, of a small and effortless institution that appeals to a relatively mature audience of “knowledgeable” people, also gave birth to a modest and purposeful branding.
In other words, if the cafe and the deli relies on fresh and good raw materials – so does their branding: one font (the vintages ‘Oron’), two colors, a hand drawn linear doodle, stamps, and hints of witty microcopy.
In line with the institution’s local spirit, and in order to meet the need for a graphic presence that would not be overbearing, we have contacted local photographers (and especially those who deal with the concept of locality) in order to produce postcards that will be offered for sale in the store, and will be distributed individually to buyers.
From their location on a side street, in an average residential building – almost hidden, to the nonchalant approach of the place, to the food and service that strive to be as simple as they are good
. The same purposeful concept, of a small and effortless institution that appeals to a relatively mature audience of “knowledgeable”
one font (the vintages ‘Oron’), two colors, a hand drawn linear doodle, stamps, and hints of witty microcopy
in order to produce postcards that will be offered for sale in the store, and will be distributed individually to buyers
