So Chris from Luigi’s relocated to San Francisco, and is doing a pop up back east style sandwich shop called Back East Sandwich Shop, and he reached out to me for some branding. While I pushed for a less obvious name that left more to the imagination, alas he stuck with it.

*sigh* But what are friends for, right? They are for tormenting you so that years later you can all have a laugh about how you all go so stressed about something that was really nothing.

Based on what he had requested, Bonzer was about the perfect font, and a personal favorite of mine. I had previously proposed it for a number of the luigi’s variations, but it just wasn’t the right fit (see below).

So fast-forward to 2017, a new business venture and a new town! Below are the last few refinements to the logo before it went to production:

And finally, the money shot!