Universal Store by Rubino

Classic Maltese signage and gilding, such as the original sign found at Universal Store, form an important part of Malta’s national heritage and are worth preserving. Rubino has embraced this heritage by retaining the original shop sign while also naming its latest restaurant in honour of it. This preservation of tradition sits at the heart of Rubino’s ethos, bringing much-loved Maltese recipes and culture into the 21st century with an elevated sense of style and class.

The branding for Universal Store by Rubino pays homage to the original shop sign, preserving its distinctive style and techniques as the foundation of the new identity. The main ‘U’ logo mark is taken directly from the original signage, allowing a piece of Maltese visual heritage to live on in a new, digital format.

The colour palette was subtly refined to give the identity a more contemporary presence, while the typography was selected to complement the distinctive lettermark. Its variable nature also provides flexibility across a wide range of applications, allowing the identity to adapt while remaining recognisable.

Overall, the brand reflects the character of Universal Store itself: casual yet elevated, contemporary yet rooted in Maltese tradition. The result is an identity that celebrates the past while giving it a place within the present.