Maqina360

Little Leos

Branding Strategy for Deli Concept

A bold identity for a new food concept that balances trendiness with tradition — and makes people smile

The Challenge

Little Leos is a deli concept in Hamburg, combining artisanal focaccia with specialty coffee. The founders wanted to create a brand that felt urban, cool, and emotionally engaging — without alienating a broader, more traditional audience. The concept was clear, but the brand lacked a distinctive visual language and strategic foundation.

Services Delivered

Brand Strategy

Brand Design

Brand Voice

Logo Design

Print Design

Illustrations

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Our Approach

We developed the complete brand strategy and creative direction — crafting a brand identity that radiates personality, playfulness, and warmth. We made sure the tone was contemporary and fresh, but still accessible and memorable. The visual storytelling was rounded off by custom illustrations and iconic print assets.

Strategic positioning & naming refinement

Editorial illustrations

Packaging & print design

Brand voice definition and tagline development

Storefront and signage visuals

Logo and visual identity system

The Result

Little Leos became a local standout — a deli that feels like a brand, not just a place to eat. The bold, character-driven visual system gave the brand immediate recognizability, emotional connection, and shareability — perfectly bridging lifestyle, quality, and feel-good experience.