Goldy's

Chutzpah to go

For years, Yiddish was considered a “dead language,” but the ultra-orthodox Jews used it for everyday communication, preserving its origins. Understanding the target audience and the brand value of Yiddish, we incorporated it into the branding process, both content-wise and visually.

The deli’s surroundings, an ultra-orthodox neighborhood with black and white verbal pamphlets and posters, inspired us to use colors. This resulted in one of the most colorful branding we’ve ever done, the most colorful in any ultra-orthodox neighborhood.

Since we adhere to the commandment “Thou shalt not make unto thee any graven image,” we mixed and matched the three languages content-wise, allowing customers to reconstruct the meaning in their preferred language.

The richness of the languages enables us to use various typefaces, like a box of particles from which we can build anything we desire.