The premise for Pescatore’s flagship Grand Central Market was to offer an extremely fresh, high-quality products while capturing the flavor and feel of a Mediterranean seafood market. DursoCreative was hired to develop an impactful identity for their first retail store, to be used in product displays, environmental signage, vehicle branding, and promotional material, introducing the Pescatore brand to the public.

Pescatore Stationary

For the creation of Pescatore’s letterhead set, we continued the Mediterranean look and feel by using the playful Italian tile motif throughout the store. Uniquely recognizable in the crowded Grand Central food market, the new branding helped to establish them as the premier seafood vendor. We were also charged with creating the promotional materials to promote their opening events and website.

Shop at Grand Central

The branded signage we designed in blue-green translucent Italian glass and brushed aluminum, chosen to evoke product quality and freshness and further communicate the Mediterranean feel. Working closely with the metal and glass craftsmen assured that the signage followed the look and feel of the newly created identity.
Also, seen around the streets of Manhattan, Pescatore vans delivered fresh fish and prepared food daily. We created the hard to forget “Eat Fish” tag line along with applying the newly devised branding system to their fleet of more than 20 delivery vehicles.

Project details

Identity, logo, brochure, letterhead, postcard, and signage

Creative Direction

R. Durso

R. Durso, C. Strick

R. Durso, R. Berger