Amatuli Sausage Company relocated from Alaska to Albany, NY and needed premium, handcrafted brand system that felt personal, distinctive, and built to pull in hungry downtown patrons. The identity of course centered around owner Jeff Lockwood’s dog Tuli, who happily visited the studio several times during the project!
A hand-drawn illustration of Tuli became the focal point, bringing personality and fun, while carefully selected type added a refined, artisanal feel. Together, these elements created a distinctive mark and supporting assets that feel handcrafted, memorable, and built for strong brand presence.
