BROOKLYN
CURED
Brooklyn Cured is a brand built on old-world technique and New York soul. Known for their award-winning charcuterie and thoughtfully sourced deli meats, they came to us to grow beyond their farmer’s market roots. Our job was to evolve the brand without losing its Brooklyn grit—and to position them as a category leader on crowded shelves.
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Visual Identity
Copywriting
Package Design
BROOKLYN
CURED
Brooklyn Cured had already established a cult following in local markets, beloved for their handcrafted meats and no-nonsense approach to ingredients. As it expanded into Whole Foods, specialty retailers, and national distribution, the brand needed a stronger visual and verbal identity to keep pace with its growth.
The goal was to create a system that stayed true to the founders’ roots while bringing clarity, confidence, and standout shelf appeal to an evolving product line.
APPROACH
We began by defining what made Brooklyn Cured distinct: its unapologetic voice, chef-driven values, and the cultural DNA of New York. From there, we reimagined the brand architecture to accommodate a growing lineup of SKUs across multiple categories—from salami to slow-cooked deli meats.
We rebuilt the packaging system from the ground up, introducing a more consistent visual hierarchy, bold typography, and clearer cues for product differentiation. We created a refreshed logo, a new illustration style, and a suite of design elements that gave Brooklyn Cured the tools to flex across retail, social, and food service without losing its character.
RESULTS
The updated brand launched in key retail channels, where it immediately helped products stand out—both visually and verbally. Brooklyn Cured was now speaking the language of modern consumers without losing its soul.
As their footprint continues to grow, the brand is now positioned to scale with visual consistency while still sounding like your favorite neighborhood butcher.
