Salash Delicatessen
Description
Salash Delicatessen is a small, family-run smallgoods business based in Kumeu and a regular at food markets throughout the Auckland region. Hailing from Northern Serbia, the family has been refining how they make and produce dry-cured meats for four generations. This is the brand's unique point of difference. To prepare the brand for national grocery channels, a rebrand was undertaken to define its story and proposition better. The brand wordmark is a crucial part of this refresh. Exploring the family's Eastern European history and the region's visual culture, the bespoke drawn wordmark draws subtle inspiration from the widely used Cyrillic alphabet, with exaggerated sharp serifs that speak to butchery, knives and hooks used to hang meat up during drying. With a national flag-inspired colour palette, the wordmark is oversized on new pack formats. Proud and true-to-form, loud as Serbians are when talking about food.
