Rosie's

Rosie’s is a New York City-based food subscription box that delivers a curated selection of traditional Jewish foods from beloved NYC institutions. More than just a collection of delicious items, Rosie’s is a tribute to the Jewish immigrants who shaped the city’s culinary landscape and a celebration of my late grandmother, Rose, the heart of every gathering.

I set out to build a brand identity for Rosie’s that was more than just branding a subscription service—but also a community. Through engaging social media content, events, and a cohesive brand experience, my goal was to create a space where people can connect, share stories, and deepen their understanding of Jewish culture by blending tradition with a fresh, modern approach.

Inspired by Rosie’s legacy of hospitality, I approached the brand design with deep historical and personal research. I immersed myself in my grandmother’s photo albums, visited museums, attended exhibitions, and noshed my way through the historic streets once filled with Jewish immigrants—all to better understand the immigrant experience in Manhattan’s Lower East Side. Typography was influenced by the handwritten, all-caps signage of Jewish delis and bakeries, while the color palette blends nostalgia with a fresh, modern feel.

The Rosie’s logo merges Hebrew biblical calligraphy with a mermaid icon, symbolizing Rosie’s essence alongside the Jewish symbolism of fish for abundance, protection, and blessings.