Taking on the re-design of Panzer’s deli and grocery – the iconic St John’s Wood institution known for its smoked salmon, bagels and eclectic world foods – was a task that came with great responsibility. Our subtlety of approach, reached through in-depth research, was driven by a Mittel Europa style paired with a modernity relevant to this thriving local business.
Loyal customers are rightly sensitive to any kind of re-design, and Panzer’s supremely loyal customer base meant that more than ever we had to understand – inside out – our client’s significant heritage and place in the wider community.
Without photographs of the deli from the time of its opening in 1944, our subtlety of approach was informed by in-depth research from Panzer’s history. The Austrian and Czech heritage of the shop’s original founders informed the design of the new Panzer’s word marque, which is inspired by the typography of old Austrian shop signs.
As a general sign off across all forms of communication we created a bespoke signature fish symbol – a nod to the shop’s much-sought-after smoked salmon.
Finally, we incorporated contemporary typography and a salmon stripe motif throughout, and developed a colour palette of dark green and salmon pink, which worked well with the use of brass, marble and flecked terrazzo in the interior’s re-design.