Inspired equally by New York’s corner bodegas and San Francisco’s fresh markets, this neighborhood shop offers a fresh and packaged grocery section, chef-driven food and made-to-order deli sandwiches.

The challenge was to create a brand, both approachable and classic, with enough versatility to work across many different sizes and shapes of packaging and signage. The long list of the collateral needed for opening was more extensive than usual but the family of designs is cohesive, yet playful.

Paulette’s closed in 2020 due to the restrictions and financial strain of the pandemic.