Massi’s Serves Old-School Italian Charm with a Fresh Identity by Saint-Urbain

['Jessica Deseo', 'Creative Director Of Print Magazine', 'Jessica Is Also A Packaging Designer', 'Associate Professor At Artcenter College Of Design. She Has Worked As A Professional Hands-On Designer For A Wide Array Of Notable Brands Since In', 'Jessica Decided To Combine Both Design', 'Business To Grow The Dieline. In', 'She Became A Faculty Member At Artcenter College Of Design Teaching Students Sustainable Packaging Design. Currently She Is The Co-Founder Of A Pr Marketing Agency Called Coolwish Where Her Objective Is To Work With Stellar Clients Who Want', 'To Get Themselves Out There.'] PRINT Magazine 2025-09-23 15:01:07

We all love a good sandwich, and Italian subs are next level. When a neighborhood sandwich shop manages to feel both timeless and fresh, it’s rarely by accident. For Massi’s—a just-opened Italian spot in Astoria, Queens—the recipe mixes scratch-made food, family pride, and a design system crafted with equal conviction. Alex Ostroff, Saint-UrbainThe identity began with a custom wordmark, inspired by 1960s Italian deli signage. The brand’s layered identity makes every touchpoint feel intentional and lived-in—less like a restaurant launch, more like a tradition reborn.