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Guerra is a local deli in the San Francisco Sunset neighborhood. Established for over 60 years, the long-established family business has a remarkable reputation and notable presence of selling premium selection of meat items and sandwiches with excellent, reliable, and friendly customer service. The current brand logo, and in-house packaging, however do not communicate this aspect, creating a disconnect and missed opportunity considering its superior quality, taste, and value. 


Currently the packaging, menu and signage do not make a coherent system and feels out of date. The rebrand utilizes the facade design of the physical building, and introduces a unified visual language implemented across its product line to make the brand feel more ownable and substantial. This ensures consistency throughout all of its store deliverables that was not seen previously. Additionally,to show off that the products are homemade and meticulously hand picked or handcrafted, the brown kraft material is being used to indicate that raw and honest mark, which is inherently true to their origin.


To produce a fresh rebrand

for a local family-owned delicatessen.


To produce a fresh

rebrand for a local family-owned delicatessen. 

Selected Works 


Wasting food because you missed the expired date.

Problem 01


To create a rental app for family 

bike riders.

Problem 02 


To manifest Adobe's core brand values 

through CSR. 

Problem 03

Adobe CSR

To develop a new line of 

skincare for Allbirds. 

Problem 04 

Allbirds Wander 

Designing an event identity 

with three music genres. 

Problem 05

Sound Spectacle


To producea fresh rebrand for a local

family-owned delicatessen. 

Problem 06


Establishing an identity for a museum 

exhibition in SFMOMA. 

Problem 07

The Exhibition:


To create an experimental book 

about the iconic Formula One. 

Problem 08

Above 200MPH

Passing stories about the pandemic 

to inform and educate. 

Problem 09

Talk Magazine

Creating a designer paint line inspired by life and the human experience. 

Problem 10


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