Alimentari is an institution, long having held its place as one of Melbourne's most stalwart sandwich, deli goods, coffee and wine dispensaries. Weekdays were approached for a rebrand and a facelift, without deviating too far from the heritage of the business. The outcome is a classy little brand with tangible  history and a sense of stately authority. A sub-brand was created for Alimentari Goods Department, a new offering somewhere between a grocer and a charming rustic homewares store.