Fine olive oil and balsamic vinegar are cornerstones of Italian cooking, in the old country as well as The United States. The founders of 2 Good Men were in search of branding that was rooted in the story of Italian immigration to this country. Targeted to politically left leaning, affluent foodies 30-45 years of age, 2 Good Men needed to look as good on the chef’s kitchen counter as it tasted with dinner.
I began with the name. 2 Good Men, the title of a Woody Guthrie song from the mid 40ís that recounts the story of Ferdinando Nicola Sacco and Bartolomeo Vanzetti. Sacco and Vanzetti were Italian immigrants, and suspected anarchists, convicted of armed robbery and double murder at a Boston shoe factory in 1920. It was widely believed that Sacco and Vanzetti were persecuted due in part to a litany of inconsistencies in the handling of the evidence in their case because of their immigrant status and their left leaning, pro-labor activism. Their execution drew international outrage, touching off violent protests in major cities around the world. The story of Sacco and Vanzetti became the inspiration for a slew of international artists, and their case initiated sweeping judicial reform. A plaque in their honor now hangs in the Boston Public Library.
Drawing on this rich heritage, I created a wordmark rooted in turn of the century typography that, combined with packaging that celebrates the pair, capturing the feeling of the early 20th century immigrant experience in New England. I designed a website site that details the trials and tribulations of the duo while showcasing the brand.
Designed by: Max Dolberg, USA.