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FALL 2022
PHILLY CHEESESTEAK MATCHBOOKS
If the City of Brotherly Love is known for one thing in particular, it’s cheesesteaks. Growing up around Philadelphia teaches you a couple of simple cheesesteak rules.
Cheesesteak Rule One: You need to know your order and how to say it. For example, you don’t wanna be the guy in line who is asking for “One Cheesesteak with Cheese Wiz and Fried Onions”. You gotta say it like a local, simply, “Let me get a Wiz Wit”.
And Cheesesteak Rule Two: You must be prepared to defend your favorite cheesesteak spot with your life.
This second rule is probably what inspired me to make this project. Walk down South Street or the Italian market and listen. I bet you hear a cheesesteak argument. Everyone has their go-to spot. Some people prefer a deluxe Angelo’s cheesesteak with their cheddar/provolone house cheese blend and Sarcone’s hoagie roll. Others prefer Jim’s or John’s or Pat’s or Gino’s. Even the corner store cheesesteaks get their credit. The truth is, it’s not just the taste of these sandwiches, it’s the good energy in these shops, it’s the personality and uniqueness, and it’s the overall experience that makes each spot special.
And so as a true graphic designer, it was only a matter of time until I got the idea to combine my true passions of sandwich shops and fun brand collateral.
The matchbook is the timeless takeaway. Essentially a business card that everyone actually wants to grab. Their legacy of beauty in the form of branding spans from elegant and thoughtful to crude and obvious. Each is a quick depiction of the voice of the business. Matchbooks are a great way to quickly showcase a logo, brand colors, fonts, and a general impression. I decided to give three of my favorite cheesesteak shops a brand refresh through the structure of a matchbook.
The obvious choice for this project was Dalessandro’s. THE BEST CHEESESTEAK IN PHILLY. You heard it here first! Just kidding, you probably didn’t because a ton of people agree on the fact. Nestled on a hilltop between the Schukyll and the Wissahickon in the town of Roxborough, Dalessandro’s is a local legend. The small shop has maybe 10 bar seats, a couple of fridges with cold beer, a few TVs playing local sports, and pretty much always a line down the middle of the store that spills out onto Henry Ave.
My early childhood Dalessandro’s memories involved being asked, “Whatta you want honey?” and being scared of the rough-voiced deli lady. When I did get my steak, I remember working on eating it for the next three days. Nowadays, I still make the trip across the city for my favorite cheesesteak to treat visiting friends, pregaming a sports game, or after a good nearby hike.
Rocco’s is the Italian sausage shop right outside of both of The Home Depot storefronts and might just be the most South Philly Cheesesteak of all time. This is my sleeper pick, but those who know how good Rocco’s is never leave Home Depot without it. Matter of fact it’s actually the only reason I go to Home Depot to begin with.
This might also be the friendliest Cheesesteak spot of all time. Enjoyed mostly by blue-collar workers on their lunchbreak (and me after Planet Fitness), everyone always seems to be sharing a funny story or joke, asking how your day’s going, or inquiring about what you are working on that brought you to Home Depot. Their cheesesteak is awesome but it’s the unique vibe and allure of Rocco’s that adds it to my matchbook list.
Ishkabibbles has been serving hungry South Street goers for 45 years. I always liked their funny name. Are they the best cheesesteak? Not really. But it’s consistent, it’s classic, and it’s always there when you need it. It’s like a cheesesteak you would get at a country fair or something.
Spill out of the TLA after a crowded concert and try to be the first across the street to put in an order. Ishkabibbles is on an iconic strip of South Street right next to Lorenzos Pizza, Jim’s Steaks, and a couple of classic bars and clubs. As many parts of south street change, Ishkabibble’s remains the same.
For each matchbook, I focused on distilling my memories into graphics. Each is a mix of the general current vibe mixed with my own impressions of the unique personallity and characteristics that I love about each location.
For Dalissandro’s it was conveying a sense of history and realness and grit. For Roccos it was its attachment to Home Depot, veriety, and friendliness. For Ishkabibbles, it was the fun-sounding name and its attachment to the community. Each location’s characteristics were treated as a guided their rebrand as a way to stay true to the values that I consider the most imoportant for each.
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