In 1969 Jack "Papa Luigi" Grant came to Southern Oregon with only $700 and a dream. Together with his wife, Betty Hurst, they opened the first sandwich shop to hit the streets of Medford, Oregon. Most Famous for their "Garbage Grinder," Luigi's Italian Sandwiches has been providing traditional counter-serve sandwiches for over fifty years, in the same shack Jack bought in 1969. For this project, I wanted to be as least disruptive as possible to the brand's classic style and color scheme, while refining and updating the overall visual appeal, type and especially the time-honored mascot. Using a palette inspired by the Luigi's building itself, the brand invokes a sense of nostalgia and familiarity, which reflects the rich history of the family-owned business.
