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Olli Salumeria Americana

Quantity Produced


Production Cost


Production Time

2 weeks

Dimensions (Width × Height × Depth)

2.5 in × 2.5 in

Page Count

Paper Stock

Crane Lettra Flo White 110C duplexed after printing to make 220C

Number of Colors





Engravers Gothic BT


I was surprised to learn that these cards were designed for a salami shop. Not the greasy meat slab aesthetic I would have expected. Instead, the detail on these cards is impeccably clean, and if these cards are a reflection of the quality of their meat, then my mouth is watering just thinking about it.

The concept behind the identity for Olli Salumeria is to bridge the values of old-world salumiere craftsmanship (the craft of making dry cured salame) and the contemporary value of living well by eating well. The company didn’t want to be associated with the standard deli case red-green-and-gold Italian themed labels that are typical of cured meats. They wanted to appeal to a younger demographic and convey a fresh, optimistic approach to dry-cured meat. The idea isn’t to be a foodie company appealing to small cult-following of foodies, but to rather convert young people (and older ones too) who are looking for new experiences and want to enjoy life by eating well and living a balanced life.

We designed a brand identity with the help of the skilled scratchboard artist, Roger Xavier where we had the brand made up of various ‘O’s built out of ornate elements or scenes. Every ‘O’ contains a little pig. We use the different ‘O’s on the different products in their range and throughout their marketing material to keep things ever-changing and just plain fun. Who says you can’t have four logos?

The cards were printed on Crane Lettra White 110C, duplexed after printing to make 220C (100% cotton stock). These heavy cards were die-cut in a square shape with little vintage label/ticket shape notches on top and bottom.

We specified a bright red (GOE 21-1-7) from Pantone new-ish GOE guides that (unfortunately) many printers (still) don’t reference. We love these books for their organization and breadth of colors (way more than the standard Coated/Uncoated books!) Since Studio on Fire didn’t have these guides on hand, we sent them a couple chips to custom match the red (we describe it as Ferrari red). We just couldn’t justify specifying a standard red - the new red is a very ‘true’ red that doesn’t have an equal. The resulting color was terrific, and Studio on Fire outdid themselves on maintaining incredible levels of detail in the artwork.

The client got a lot of enthusiastic feedback on their cards where they debuted at the San Francisco Fancy Food Show in January 2011.

Olli Business Card --- Olli Business Card --- Olli Business Card --- Olli Business Card --- Olli Business Card


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Olli Business Card


Production Method



Design: Yael Miller
Art Director: Yael Miller
Creative Director: Reuben Miller
Illustrator: Roger Xavier



Studio on Fire

See Printer Profile on Inker Linker

This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 12, 2011


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Business Cards


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