This is the start of SEVEN DAYS in a row that I will share with you, my salon buddies, a neat project I was thrilled to work on recently. You'll see some great food photography, fun design, outrageously crazy promotion and simply some great deli porn, all to which I must say, "Hold the pickle!"

Sex and the Single Sandwich

A few months back, we were thrilled to be chosen to help a native New Yorker whose love and passion for the Big Apple’s legendary deli cuisine was (and is) contagious. After much work to get the right “voice” for this new premium brand of New York deli fare, we had to choose a photographer who would do justice to our vision. After much review, we agreed on one NYC photographer: John Uher who can kick some serious butt when it comes to food photography. 

"Hi, my name is..."

The company which started out as Manhattan Deli Arts was transformed to become NYDP Deli Patrol. The tag line—“More flavor per pound. It’s the law.”—seemed to capture the attitude and commitment this new company was introducing to consumers who yearn for more flavor, more aroma and as much succulence as is legally permissible.

 Working closely with Dan Estridge, company founder and resident “keeper of the flame,” I developed the new name, the new identity and tag line which you see below:

Tomorrow’s installment: 

Has your sandwich been abducted by a flavorless stand-in?

Want to order some of their stuff for delivery, drop me a line and I'll tell you the skinny (no, I am not getting any referral fees, I just like to know whose interest I've tapped).