About this Project

Designing exterior signs on both the building and at the road needed to reflect the Italian marketplace. The design was settled and illuminated signs were installed with push-through acrylic, creating a soft glow around the name at night and a matching design for the sign on Niagara Falls Blvd. The road sign was designed for future growth in mind and is capable of adding tenant spaces.

Once they were opened and settled, we began discussing the interior of the store and reflecting the family history to customers. Many hours were spent with Paul and Chris, sorting through old family images and choosing the right ones that would depict the business history as well as the family history.

Each photo was enhanced by our design team and we presented a concept that used a combination of historical and recent imagery. Many of the images we used prompt questions from customers which Paul is happy to tell the story behind the photo. The photos were digitally printed, laminated, and mixed with graphics- then applied directly to the walls in every department. We captured the essence of the family, their commitment to their craft and to their customers.

The year is 1953 and Dominic and Mariangela barely had enough money to get their family across the pond to start a new life in America. Fortunately, they managed to do so, unfortunately, this was only the first obstacle in the family’s journey to build a new life. Dominic and his wife shared a small house with their 9 children. This was the environment that made Paul Pellicano who he is today.

After graduating, Dominic’s son Paul entered the grocery business. He found employment at local supermarkets and worked his way up to district manager. This period of Paul’s life is where he honed his skills as a butcher. It soon became clear that it was time to move onto bigger and better things, so Paul took the leap and bought a franchise. He eventually came to own three stores, but the franchise business wasn’t what he was passionate about. It would not allow him to create the personal, traditional grocery environment he always envisioned. After leaving the franchise business, the family fell on hard times. Yet, it wouldn’t take long for Paul to get back on his feet and back to doing what he does best, being an entrepreneur.

Paul’s son Mario was thriving in the manufacturing business. Mario ran with the family sauce recipe and brought it to the masses. Paul loved the grocery business and with help from a friend, Paul opened his own store adjacent to his son’s manufacturing plant. The community fell in love with the store and with Paul’s generous and engaging personality. As he grew his business, his son Chris was following his own path. Chris and his new wife were looking to relocate so she could find work as a teacher. During that time, Paul’s business grew exponentially, and he needed help so he asked Chris to come work with him. Luckily, Chris and his wife decided to stay.

Chris brought more modernization to the old-style business. He focused on traditional values of business like knowing customers by name, anticipating needs, and exceptional service, yet, infused modern technology, tools, and products. Chris also realized that social media could be one of their biggest assets for advertising. He’s implemented an organic digital marketing strategy using social media that has gained thousands of followers and raving fans.

After the addition of Chris, the business literally exploded, growing year after year. With growth like this, upscaling is the natural next step. It was hard for Chris and Paul to find a property, but they eventually did and began designing their new store. In April of 2019, shovels hit the ground and the new build was finally in the works. Today, the new location is thriving and the customers are loving the additional space and new look.