On Rye by Pentagram, United States

Opinion by Richard Baird.

On Rye is a fast-casual sandwich shop, with a space in the US capital of Washington DC, inspired by the Jewish deli. It has a menu of unexpected recipes that dials down the salt and bumps up the veggies, uses natural and wholesome ingredients, and gives traditional dishes a modern twist. On Rye has an interior that brings a contemporary finesse to retrospective detailing and features a brand identity designed by Pentagram partner Michael Bierut and his team. This is a expression of menu, honours the origins of the Jewish deli in the US, and adds to interior and experience through contrast; in typographical form and food photography. The project included, business cards, menus, wall-coverings, signage and website.

While interior goes all in for the retrospective deli cues, one that is incredibly well-finished and with an authenticity you get from a serious commitment to detail, Pentagram’s brand identity works in something of a modern urban spirit that taps into the origins of the Jewish deli in America. On Rye is a great name, it speaks of the alternative, health conscious and calls to mind something of the wholesome and hearty. This is emphasised in Pentagram’s brand identity through a contrast of simple but bold typographical form and rich colourful and communicative food photography.

Wordmark is compact and impactful, drawing a distinction from a familiar forms of Franklin Gothic through the juxtaposition of Extra Condensed and Regular, and the duality in its horizontal and vertical arrangement. The robust letterforms are elevated in their implementation as signage, with a very physical prominence in its depth and size. These choices find a really lovely balance between hearty and wholesome food and a modern urban attitude. Wordmark and related typographical expressions punctuate but do not undermine an interior of traditional material flourish. This continues through to a colour palette of black, white and a bright yellow which runs across printed materials.

Where typesetting manages to draw distinction from familiar typographical form, photography feels distinctive and original from the outset, and is the real highlight, making the most of the colours and texture of sandwiches. It does a fantastic job of communicating difference and positioning, making the most of the darker colour of rye bread, and saying something of the deli’s unusual recipes effectively in the marbling of this with white bread.

There is lovely contrast between an urban typographical simplicity and robustness, the wholesome qualities, natural colour, detail and character of Bobby Doherty’s photography, and the more traditional flourishes of interior design. These function to differentiate, communicate and set tone, and feel well-balanced within the context of interior design. Website, absent the material detail of interior, works in plenty of white space, elevating type and image.

Typographical form, the approach to signage, and colour palette, in conjunction with interior, and a playful welcoming approach to copywriting, do a really lovely job of referencing NYC, the origins of the Jewish deli, but never feels too blunt or heavy handed, benefitting from a moderation and balance within either an online or in store context.

Design: Pentagram. Food Photography: Bobby Doherty. Signage: HapstakDemetriou. Opinion: Richard Baird. Fonts Used: Franklin Gothic.

What do you think of Pentagram’s brand identity for On Rye? Share your thoughts in the comment section below or get the conversation started on Twitter.