Nipotina
More than a decade after she asked us to “give a little update” to her SliCE brand, and years after she entrusted us with developing an identity for her P’unk Burger brand, the never-sits-still restauranteur, Marlo Dilks, came to us with the blankest slate yet.
She knew she wanted to open an authentically South Philly sandwich shop, but for the first time in her professional career, she was drawing a blank when it came to the name and identity.
Industry
Components
We started where we always do – with a (delicious) deep dive into the inspiration behind the business. Turns out, Marlo’s family roots run deep on the exact corner she’d chosen for her shop. Her father’s luncheonette had been just across the street, a core memory in Marlo’s life and an inspiration for her professional career. The shop would be an homage to her father’s cuisine — meatball subs, classic cutlets, and lots and lots of cheese.
The name Nipotina (italian for granddaughter) created a link between Marlo’s father and her seven (seven!) daughters — the unique formula that inspires her every day.
The name now in place, we set to work on developing a brand that could stand on its own, but also sit right next to its sister brands — relying on strong black and white graphics, a bold font, and a splash of vibrant color.
PROUD MOMENT
We’ve been working with Marlo for long enough to know that she runs the show on every aspect of every one of her businesses. She wrangles the permits. She hunts down the parmesan. She engineers the menu. She selects the tile. You get it. Entrusting us with not only branding — but naming — what was the most personal of her three businesses was and remains a meaningful compliment.