Client Spotlight: Dexter’s Deli
Dexter’s Deli has been in business for over 20 years and is one of the leading “health food” stores for pets in San Diego. With three locations in San Diego (Carlsbad, Del Mar and North Park) they have built a lasting client base of pet owners who are conscientious about what they feed their furry family members. Their staff are knowledgable about holistic alternatives and raw food diets. Everyone is friendly and you will often be greeted with treats and a smile. In fact, my first visit was to their Del Mar store and it was such a cute and quaint atmosphere, I instantly felt like hanging out on their back patio and letting the afternoon fade away. Such a departure from the big business feel of places like PetSmart and Petco, and when I read Dexter’s tagline “Your neighborhood natural pet store…with a twist!” I instantly understood their brand and business goals. Owner, Tori Rosay greeted the customers and pets by name as she showed me around the store.
Below are some of the interesting projects we have worked on for Dexter’s Deli. For more information about Dexter’s, visit their website.
Private Labels get Dexterized
When we began working with Dexter’s our first project was to design a label for their Dexter’s treats. Tori needed a distinct “Dexter’s” label that stood out on their shelves. We went through a few iterations before we hit the mark. The new design easily integrated into other labels for their jerky treats and soon to be bully chews.
First Round/Unused Labels
Final Labels
Dexter’s Comes to North Park
Soon they were opening a new store in North Park and needed store graphics to convey what they were selling and entice foot traffic/interest. Again we worked with Tori to select captivating imagery that would last for at least a year in the windows, awning artwork, and a new store sign for the building. She wanted something more modern and urban than their current logo to capture the neighborhood atmosphere.
Front Entrance/Vinyl Window Artwork
Store Hours Signage
Dexter’s E-Commerce
We also took over her web hosting and created an online shop where she could sell her biscuits and Dexter’s schwag. A long time goal of Tori’s was to “setup shop” and we were able to get it designed, live and ready for sales within a week. Customers are checked out via Paypal which was an easy and fast solution to meet our deadline. We trained their staff on how to create new products and manage the transactions as they came in. Sales continue to increase and Tori is looking forward to adding more Dexter products to the site.
Shop Landing Page
Product Detail
Dexter’s in the News
Collaborating with Digital M Marketing Services, we were hired to help with the visual branding for Dexter’s advertising. We created monthly advertisements for publications such as North Park News and Seaside Courier, local San Diego papers that reach over 15,000 homes. Developing concepts, art direction, and creating a consistent visual brand for Dexter’s to convey their unique twist on pet nutrition and community. We also created advertising on social media and their website for their February Fundraiser which helped to raise over $4000 for the Frosted Faces Foundation.
“Shop Small” Advertisement
Local Neighborhood Advertisement
We continue to support Dexter’s Deli with their graphics and branding needs. We also continue to collaborate with many of the local Dexter partners and are inspired by the impact this small business has had on the communities they serve.
