Five Boro is a Brooklyn-based deli serving up gourmet sandwiches with all of the fixings found in turn of the century New York. Each label tells a unique story about the immigration boom to New York’s boroughs surrounding the industrial revolution. The brand encompasses architectural marvels from this era and pays homage to the workers who would have visited these bustling delis back in the day. When coming up with a concept for the brand, I began to research early 1900’s subway tickets in New York City and loved how these designs used a functional grid. Modernizing this concept, I pulled elements from the original grids, but chose to break it in a way to make things a little bit more interesting. Taking an old jar style in to consideration forced me to adapt my design to be readable from any angle. Omitting the back label I originally created allowed for me to play around with a top label that acted as a seal, breaking up the stark black of the lids.

ART DIRECTION:
Paul Sheriff, Scott Laserow

PHOTOGRAPHY:
Austen Hart