Creating an authentic brand for Boston’s newest (and best) deli.

When Mamaleh’s appeared on the scene, they had reasons to kvell. The food critics loved it, the awards started flowing in, and the customers lined up out the door. Now everyone in Boston has a new favorite spot for latkes.


Before their massive success, the Mamaleh’s team partnered with ICS to create their brand design and website. They wanted their restaurant’s brand to be playful, but also nostalgic – and also fresh.

Logo and Submark Design

“Mamaleh” is a Jewish term of affection – roughly meaning “little mama” (and also a subtle nod to the owner's former restaurant – Hungry Mother.) We developed a logomark of the namesake that is nostalgic and joyful – with typography rooted in traditional Jewish Delicatessen signage.


The Mamaleh’s team partnered with ICS to create a playful, but also nostalgic brand to dovetail with a decidedly old-school interior and their cheeky personality.

The Solution

We created a site optimized across mobile, tablet, laptop & desktop devices. The site was built in WordPress, allowing for easy site administration & content management.

Adam, Shannon and the team really nailed the aesthetic. The overall look and feel is classic, comfortable and welcoming just like the deli! As an owner who spends much time speaking with guests, I hear compliments firsthand on our branding and identity. Our process working with ICS was thoughtful, creative and rewarding.