Lina Stores

Lina Stores Lina Stores


Established in 1944 and a much-loved purveyor of the finest Italian produce available in London, Lina Stores is a genuine institution. Cited by numerous notable chefs, celebrities and journalists as their go-to Italian delicatessen in London, we worked with the family-run business on shaping their incredible heritage into a distinctive, compelling brand identity; one that fused their history with a modern appeal.

As their trusted creative partners we have spent a decade working with the owners and wider team, creating and delivering numerous products and experiences for the brand, from food and drink packaging to merchandise, from delicatessens to restaurants, and soon to come – a new bar concept.

The on-going success of the Lina brand has catapulted them into exciting new territories, from product partnerships to restaurant expansion across London and Tokyo.

Illustration by Eleanor Crow

Underpinning all of our work for Lina Stores, it’s the bespoke typeface that ensures all aspects of the brand are united. We took the original fascia from their Soho deli as the basis for a typeface that has allowed them to maintain a distinct visual language across their huge variety of product, experience, and other communications. Clean and contemporary looking, but cloaked in history.