Wheat & Meat is an original delicatessen that stays true to its name by offering classic American sandwiches focused on the essentials: bread and meat. They emphasize handcrafted sandwiches, baking fresh bread every morning, spending over 100 hours perfecting their pastrami, and making juicy porchetta. They also produce their own sauces and pickles.

Case-Creative envisioned a traditional delicatessen located on a quiet avenue corner in an American city while developing the brand identity and space design. They focused on recreating the American deli culture so customers can experience it without traveling to the United States.

The logo was inspired by the diverse typography combinations seen on American streets in the 2000s, and the vintage graphics developed alongside it were applied to signage, menus, and packaging.

A key aspect of the space design is the contrast between day and night. The unique-shaped signage and glass block exterior tiles reveal their true charm as the sun sets and the lights come on. The brightly illuminated interior amidst the dark surroundings evokes a scene from a movie.