A fun, feel-good brand and visual identity for Halifax’s hometown sub heroes — Kelly’s Deli. Known for serving the city’s best sandwiches, soups, and baked treats, Kelly’s has been a local staple since 1988. We created a playful character-driven brand system inspired by their friendly personality (and Mike’s signature glasses), capturing the joy and nostalgia of a true mom-and-pop shop.

The refreshed identity brings their story to life through cheerful illustration, bold typography, and a sense of humour as stacked as their subs. The new visual system gives Kelly’s Deli the tools to keep delighting the community —from signage and packaging to stickers, merch, and digital touchpoints —wrapped in pure Halifax charm.