Logo Redesign

and Food Label Design

Special thanks to my new client Club 400 (Warren, RI). Ethnic social clubs sprang up across Rhode Island in the late 19th and early 20th century as Italian, Portuguese, French-Canadian, Irish, German, and Eastern European immigrants poured into the state (Providence Journal, 2021). Club 400, one of Rhode Island's most iconic community halls, was an integral part of the state's Italian American Community. Opened in 1934, the Giorgio Family-owned hall hosted thousands of weddings and celebrations. Besides loving wedding and birthday memories......perhaps most memorable was their coveted spaghetti sauce—at once bottled and sold decades ago.

Rivera Branding had the privilege of modernizing their Logo and designing a Product Label for their new Spaghetti Sauce Relaunch Campaign. The unorthodox logo shape was a real challenge to work with. The "Industrial/Factory/For Working People in Brand Tone" request was also challenging....given the very fancy logo. So, my creative direction goal was: "Frank Sinatra works in an old mill or canning factory.......what would that look like?"