Fat Paulie's came straight out of Long Island and set up shop in Saratoga Springs with that good old fashioned delicatessen charm. When we first met with Jason in his then completely empty deli, he said the name of the place was going to be "Roots Delicatessen" to pay homage to his "roots" in Long Island. He said this was going to be the classic neighborhood deli with big sloppy sandwiches and home made offerings and all he thought he needed was a logo.
But 30 minutes after we left the meeting we called Jason to tell him we thought the name was all wrong for a few reasons. After some discussion and suggestions, the Fat Paulie's name was born. Then E7 helped them refine the name and developed all visual identity touch points from the inside to the outside and lots of tasty stuff in between.
