Founded in 1949, Cheese ‘n Stuff has been the favorite deli for generations of Phoenicians. After decades of serving the community, they were on the verge of closing their doors for good until two local Phoenix residents stepped in to keep it alive.

I was brought on to support the transition across multiple fronts, beginning with strengthening the deli’s digital presence and extending into hands-on design work throughout the space. This included vectorizing the iconic sign logo to preserve its character while making it usable across modern applications, designing merchandise that felt authentic to the shop’s history, and creating menus and supporting materials.

My work focused on continuity, with every decision made to respect what longtime customers already loved while making the business more visible and functional for the future. The result is a refreshed design system that supports a historic local institution without losing it's iconic personality.