With You’s identity for Good Ways celebrates Australia’s native produce and traditional delis
Created with the goal of bringing the community together, Good Ways Deli – based in Sydney’s inner-city suburb of Redfern – celebrates the native produce of Australia, offering a range of timeless and authentic flavours. To stand out in the city’s eclectic food scene, they turned to Sydney neighbours and independent brand studio With You for help with their visual identity.
Beginning with the wordmark, With You developed a flexible graphic system that demonstrates the variety and diversity of flavours and foods on offer, marking the brand as something ever-adapting. “It was designed to inspire an intrinsically nostalgic association,” With You’s Mid-weight Designer Cassie Ciccarelli tells us, referencing traditional Australian delis and bakeries as inspiration. Choosing ITC Souvenir as their primary typeface, the brand immediately has a warm and sentimental tone, with Colophon Foundry’s Aperçu providing a charming and contemporary contrast.
This thematic balance between the two typefaces distills the identity with an inescapable timelessness, creating a character that can comfortably exist in any situation or application and still authentically convey Good Way’s philosophy. A true anchor to this personability is the vintage Australiana green used across the brand, a colour deeply rooted in Australian history. “It is a national colour that dates as far back as the late 1800s,” Ciccarelli explains, having gained popularity as the country’s national sporting colour. “It also draws association to the Australian bush,” she concludes, “where the native ingredients that GWD use across their menu grow.”