Danielle Shami

Tel Aviv, Israel

DATE

August 04, 2026

EDITOR

Mindsparkle Mag

A playful deli identity for Belgrade's Paninoteca

Inspired by the golden era of Italian-American delis, Paninoteca brings the spirit of New York sandwich culture to Belgrade through a bold and playful brand identity. The challenge was to capture the nostalgia of classic delis while creating a contemporary visual language that feels fresh, energetic, and unmistakably its own.

The identity, designed by Dani Shami, combines oversized typography, vibrant colours, expressive food photography, and playful illustration to celebrate the joy of generous, no-compromise sandwiches.

Applied across packaging, signage, social media, and the in-store experience, the system creates a cohesive brand world that feels familiar, full of character, and impossible to ignore.

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Danielle Shami

Danielle Shami is an independent creative studio shaping bold, future-facing identities and campaigns through branding, art direction, motion, 3D and AI. Based in Tel Aviv and working globally, the studio creates distinctive visual worlds that connect strategy, storytelling and emerging technology.

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Brand Identity & Creative Direction: Dani Shami

Photographer: Katarina Tadić

brand identity illustration packaging design typography color palette Dani Shami

Danielle Shami

Available Tel Aviv, Israel

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