The Flying Fig


The Flying Fig is a New York Jewish style Delicatessen in North Adelaide. During 2016, I was asked to create the visual identity for the new venue. The brief was to create a brand with a clean aesthetic that was mature and kept the Jewish, American and New York references to a minimum.

The solution involved creating a custom display typeface. The typeface ‘Pastrami’ took inspiration from the traditional Hebrew alphabet, resulting in a typeface which combines rounded curves with sharp corners. The display typeface is juxtaposed by layouts that make generous use of white space and adhering to a strict grid system. Tactile print methods, such as Risograph, rubber stamps and letterpress were used to add warmth to the otherwise clean approach.

Interior Photograph: Josie Withers


Business Cards
450gsm Gmund Cotton
PMS Warm Red Letterpess
PMS 297 Letterpress


Menus
100gsm Envirocare
Risograph Printed Base
Black toner overprint


The Flying Fig
The Flying Fig
The Flying Fig
The Flying Fig
The Flying Fig