Matteo Bologna of Mucca Design spearheaded this awesome brand-identity campaign for Brooklyn Fare, a new full-service gourmet grocery in downtown Brooklyn. He used witty copy to reflect his client’s personality, and created a custom typeface (Fare Serif) that pops off the four basic colors used throughout.

Check out the rest of the adverts after the break.

We particularly dig the, “It’s a medium, not a grande” and, “It’s a small, not a tall” coffee-cup sleeves that blatantly mock Starbucks.

The rest of the campaign works, too; as the snarky nature of its copy seems to perfectly reflect a Brooklyn state of mind.

Brooklyn Fare is located 200 Schermerhorn St. in Brooklyn. For more info click here.