David Brier's Open Salon Blog

Giving Shortbread Cookies their due

Tue, 19 Jan 2010 13:01:56 -0500

I don't know about you but the buttery goodness of a phenomenal shortbread cookie can make me weak in the knees. So when a Napa Valley-based company approached me with their line of shortbread cokies, made with organic ingredients and deliciously intoxicating hints of cinnamon (with basil!!), cardamom or fennel pollen, it was too much to resist to help them do a brand makeover. They even have ones with the subtlelest crystallized ginger!

Just this past weekend, they ended up unveiling this work at the San Francisco Fancy Food Show to wild enthusiasm.

I share them with my fellow Salonites for your viewing pleasure:

There you have your sneak peek. Happy munching!

David Brier

DAY SEVEN: 7 Days of New York Deli Bliss

Sun, 10 Jan 2010 23:01:23 -0500

I’ve received everything from accolades to threats sharing these images over this seven-day window. The accolades for reminding you of how good it can get. Threats because we didn’t overnight ship each of you a sandwich, ready-to-eat. But it’s been fun.

Don't Hate Me Because I'm Beautiful...
Food is great. Food is sensual. Food is intoxicating. So since I've dipped my big toe in this pond of deli fare food porn indulgence, here are a few more images to share with my friends at Salon:

I know it's disgraceful. But man, it gives me a rush looking at those images, the bottom 3 being taken by the terrific John Uher of NYC.

And if you MUST have some, go to www.moreflavorperpound.com to order some.

The Client is Alaways Right ;-)
This final collection give you a good idea of what was done to bring out the magic of this fine line of food products. But what does the client have to say? Here in his own words:

“Being a native New Yorker, I appreciate good food. Deli fare though is something my friends say I am fanatical about. So, a little while ago, I decided it was time to embrace my passion and turn it into a business.

"Previously, I had gone through one—quite expensive—round of branding creative with a firm only to left uninspired and gun-shy.

"But I really needed to nail down my brand. I searched far and wide, all the while very wary of “branding specialists” since my prior experience left me “burned.” Finally, I had the good fortune to find my way to David Brier.

"In David, I found a kindred spirit not only with food, but with music and that unique New York sensibility.

"Over the course of the last few months, we transformed our brand name, our brand look and feel, crystallized a 'voice' that buyers and foodies alike are blown away by. Heck, I even got promoted from 'Founder' to 'Chief Flavor Officer.'

"The spot-on strategy and naming, the endless creativity, the brilliant design, the masterful art direction and endless wit and humor has made this truly satisfying and rewarding. Anyone who is lucky enough to hire David has a lot in store for their brand and the realization of its full potential.”

Dan Estridge—Chief Flavor Officer, NYDP Deli Patrol

I am honored to have had that opportunity to work with NYDP and to bring it life.

Happy eating and more fun stuff soon!!

Indulgent Voyeurism: Madagascar Chocolate Bar

Sun, 10 Jan 2010 02:01:23 -0500

Images only to show new packaging, too late for words:

Good night!

DAY SIX: 7 Days of Deli Bliss

Sun, 10 Jan 2010 01:01:45 -0500

While New York is many things to many people, it is widely recognized as one of the food centers of the world where the finest of any cuisine can be found and savored.

At the same time, those seeking culinary bliss may be led down a less-than-savory path only to be heartbroken. To prevent such a calamity, NYDP signs have been developed to help those in search of the real deal. We considered that each design should guide food lovers to safe harbors, much like a lighthouse helps guide ships on a dark night.

Whether during an overcast afternoon:

Or a sunny day:

Or a windy night in the lonely heart of the city:

When all else fails,

follow your nose (and your eyes).

Let the illumination begin.

Tomorrow’s final installment:

A few words from

the man

(now known as the

Chief Flavor Officer)

who developed
the NYDP legacy of

flavor and succulence.

DAY FIVE: 7 Days of New York Deli Bliss

Fri, 8 Jan 2010 13:01:01 -0500

"Safeguard the young ones from artificial deli!"

"Get that cardboard-like crap out of here!"

"You can harm me! Harm my family! Tear off my toe nails! But, don't make eat another piece of that bland deli fare!!!!!!"

Those were the cries being heard from neighborhoods around the the US. That is why these posters were created.

Safety First, Lousy Flavor Last
To safeguard communities from deli fare impersonations and flavorless stand-ins, a group of like-minded culinary fanatics banded together to form up Neighborhood Watches to get the NYDP Deli Patrol deli meats known and consumed in mass quantities. Their mission: “Authentic deli and nothing but authentic deli” and to expose purveyors of “deli lookalikes.”

Here are some of the neighborhood promotions we spotted that were designed to serve and protect.

And the last one spotted:

With next week being "National Pastrami Sandwich Week,"
it seemed only fitting to present this.

Don't let tomorrow's generation grow thinking "cardboard stunt doubles" are the real thing. Help keep the tradition alive. Their tastebuds will thank you as will their children's tastebuds will.

Tomorrow’s installment:

New York is unmistakable.

So is great flavor.
What happens when the two collide?