Ripe Deli
Ripe Deli is an Auckland institution, loved and trusted since the 90s. The deli serves rustic, wholesome 100% homemade eats and treats that are robustly healthy, super yum and ready-to-go. After 20 years, the brand had become lost amongst me-too competition. Its recent expansion from one cafe to three provided the opportunity to refresh its branding and instore experience.
Ripe has been throwing it together perfectly for years. So we encouraged them to keep doing that, but this time with ink and paper. The resulting prints are applied across fitouts, packaging and collateral, in a series of mix’n’match textures that have become ingredients of the brand. And just like Ripe's cooking style, the result is intuitive, unfussy layouts — paired with strong and simple typography to balance the flavour. Colours are muted and food-inspired, whimsical with a feel-good factor.
Re-establishing themselves as a cult favourite, Ripe have gone on to open four new cafes across Auckland.
Project Scope
- Creative direction
- Brand identity
- Copywriting
- Illustration
- Packaging design
- Environmental design
- Collateral design
Project Team
- Studio Akin, brand agency
- Emma Kaniuk, strategy
- Emma Kaniuk, copywriting
- Emma Kaniuk, creative direction
- Tana Mitchell, creative direction
- Emma Kaniuk, design
- Emma Kaniuk, project management
- Amy Melchoir, illustration
- Claire Mossong, photography