Primo's Deli: Unchosen Concept

Before landing on the final look for Primo’s last year, I explored a few other directions for the brand. I just stumbled across this one in the archives. Primo’s deli is in San Pedro California and so much of this city’s history revolves around the port of Los Angelas. Hard working longshoreman and their families have called San Pedro home for generations. Jonah talked a lot about this and how the sights, smells and sounds of the harbor are so nostalgic and comforting to those that grew up there. He painted an incredible picture of this place for me, so I did my best to paint (or draw) my own pictures. Here are just a few from that concept.