Goose Deli takes its name from the migratory bird—a playful nod to founders Baijie and Lan-xin’s own journeys across cultures, cities, and cuisines. Inspired by their multicultural backgrounds, they embrace an approach to food that’s intentionally “authentically unauthentic,” mixing comfort with surprise, and nostalgia with experimentation. We captured this spirit through a visual identity that’s vibrant, playful, and deliberately fluid, reflecting Goose’s lively reinterpretation of what a deli can be. The identity we created celebrates the dynamic contrasts at Goose’s core: bringing together a deli’s grab-and-go ease with flavors that hit close to home, even if you didn’t grow up with them. There’s an intentional looseness, an organic rhythm that invites discovery: mixes of typography and vivid color combinations create endless possibilities and playful variations, allowing the brand to adapt, shift, and surprise—just like Goose itself.

At the center of it all is our goose mascot, embodying the spirit of humor, curiosity and openness central to Goose’s philosophy. Far from static, the design system encourages playfulness and adaptability, allowing Goose’s identity to continuously evolve while staying instantly recognizable. This flexibility speaks directly to Baijie and Lan-xin’s cooking approach: free from rigid definitions, deeply personal, and always welcoming experimentation. Every element we developed—from signage to merchandise—is infused with the same lively, approachable energy found in the deli itself. Our design invites people in, just like Goose’s food does, creating a visual experience that’s equally comforting, intriguing, and never quite the same twice.