Here Design's subtle, modern brand refresh for Panzer’s Deli & Grocery

Panzer’s Deli & Grocery in St John’s Wood, London has unveiled a refreshed brand identity by Here Design. A local institution and household name since opening in the 1940s, the store offers international foods from more than 80 countries around the world and is particularly famous for its smoked salmon and warm bagels.

Despite a devoted customer base, when Panzer’s was bought by entrepreneur David Josephs in 2014, there was little dispute that a modernisation of the décor and identity was needed.

Here Design worked closely with architecture practice Holland Harvey to revitalise the brand, introducing an updated identity that complements its new bright and clean interior design and speaks to the rich heritage of both the original founders and the dedicated Panzer’s following.

Here moved away from the simple serif of earlier years to a bespoke hand-drawn logotype, taking inspiration from 1940s Austrian street signage in a nod to the original owners’ Jewish heritage. This logotype is then paired with a clean sans serif typeface to modernise the brand language.

The wider identity incorporates this legacy but with a fresh, modern take, pared back and refined in a subtle interpretation of the institution’s nuanced history, and retains the same warm sense of nostalgia and happiness that returning customers have always experienced.

"When we were approached with the opportunity to deliver a brand refresh for Panzer’s Deli & Grocery we knew we would have to show some restraint," says Venetia Thorneycroft, a senior designer at Here Design. "There is such an extensive library of details in the history of this local food emporium that we had to step back and consider the project with a much lighter touch.

"Where a radical change would have been too heavy-handed, the new identity is embedded in the heritage of Panzer’s but still feels contemporary, speaking to both the existing loyal followers and welcoming new customers to explore the shelves for new discoveries and home comforts."