FONTY'S DELI & DUKAAN | GraphicSingh

New York, USA

Brand Story

When Varsha, Arjun and Viraj imagined Fonty's, they weren't setting out to build just another neighbourhood deli. They wanted to create a place that felt like home, where comfort, culture and everyday ease came together over honest, bold food.

Inspired by the warmth of Indian homes and the welcoming spirit of local cafés, Fonty's celebrates familiar flavours, meaningful connections and the joy of slowing down. More than a deli, it's a place where every meal feels like a pause in the chaos and every bite feels like a hug.

Shaping the Brand

Every element of Fonty's was shaped to express the feeling of home. A character embracing a loaf became our symbol of warmth, care and belonging, while minimal, expressive illustrations brought personality without overwhelming the experience. Handwritten lettering, a restrained colour palette and timeless typography completed an identity that feels relaxed, honest and welcoming, allowing the food to remain the hero.

Designed with Intention

We closed the character's eyes because the warmest hugs are often felt with them closed. Holding a loaf of bread became our expression of home, comfort and belonging.
A tiny earring quietly honours the Indian roots that inspired the story behind Fonty's.
Every illustration is built with strokes, allowing warmth to remain the focus instead of the artwork itself.
We intentionally avoided giving the character a gender so anyone could find a little of themselves in it.
The illustration remains intentionally unfinished, preserving the honesty of something drawn by hand, while the hug itself is fully drawn to make the feeling impossible to miss.