Many claim to be delicious, but few deliver against it. Masterpiece boldly claims it and dares you to prove them wrong. We wanted to create a timeless identity that would set the tone for the brand for years to come. Including a brand icon system designed to create a visual language flexible enough to be used in menus, in-store and online. The website was designed to showcase what Masterpiece does best: food as art. It became the gallery for their signature sandwiches. Ultimately this deli needed a brand that combined their classic butcher sensibility with their gourmet chops.