Massi’s: A Neighborhood Classic with an Italian Soul by Saint-Urbain

When Massi’s approached Saint-Urbain, they brought with them a vision filled with warmth, flavor, and family roots. Named after the chef’s son, the goal was to create more than just an Italian sandwich shop—it needed to feel like a local institution from day one. Something playful, familiar, and full of charm, like the kind of deli you’d grow up with, tiled walls and all.

Saint-Urbain translated that vision into a brand identity that blends the spirit of a traditional Italian bakery with the friendly grit of a Queens neighborhood spot. From incredible bread and beef tallow fries to the kind of atmosphere only a family-run place can offer, Massi’s quickly became a weekly destination for locals. The branding is instantly recognizable, and the illustrated Scopa characters are already making their way onto merch—proof of how deeply the concept resonates.

The identity draws inspiration from Scopa, the iconic Italian card game known for its graphic flair and hand-drawn charm. Its suits and visual language were reimagined into a bold, cohesive design system that feels both timeless and lighthearted. A custom wordmark, referencing vintage Italian bakery signage, sets the tone, while functional, straightforward typefaces add a sense of utility and craftsmanship.

A warm color palette and expressive illustrations further shape a brand that feels handcrafted and approachable. It’s a balance of heritage and simplicity—an unmistakably Italian personality grounded in the everyday life of Queens.

Massi’s: A Neighborhood Classic with an Italian Soul by Saint-Urbain

When Massi’s approached Saint-Urbain, they brought with them a vision filled with warmth, flavor, and family roots. Named after the chef’s son, the goal was to create more than just an Italian sandwich shop—it needed to feel like a local institution from day one. Something playful, familiar, and full of charm, like the kind of deli you’d grow up with, tiled walls and all.

Saint-Urbain translated that vision into a brand identity that blends the spirit of a traditional Italian bakery with the friendly grit of a Queens neighborhood spot. From incredible bread and beef tallow fries to the kind of atmosphere only a family-run place can offer, Massi’s quickly became a weekly destination for locals. The branding is instantly recognizable, and the illustrated Scopa characters are already making their way onto merch—proof of how deeply the concept resonates.

The identity draws inspiration from Scopa, the iconic Italian card game known for its graphic flair and hand-drawn charm. Its suits and visual language were reimagined into a bold, cohesive design system that feels both timeless and lighthearted. A custom wordmark, referencing vintage Italian bakery signage, sets the tone, while functional, straightforward typefaces add a sense of utility and craftsmanship.

A warm color palette and expressive illustrations further shape a brand that feels handcrafted and approachable. It’s a balance of heritage and simplicity—an unmistakably Italian personality grounded in the everyday life of Queens.