project Snapshot
This project started with a simple question: what makes people come back to the same sandwich shop again and again? The answer is consistency, not hype.I led the brand from early discovery through a finished brand system that supports launch and long-term growth.
- Role: Brand and Creative Lead
- Timeline: 6 months
- Core Promise: A good sandwich. Over and over again.
- Outcome: A clear brand foundation with messaging, voice, and creative direction that can be executed at launch and expanded over time.
About Sammichés
Sammichés is a neighborhood sandwich shop built for people who want a good sandwich they can count on. It is comfort food done with intention, full of flavor and filling, made to the same standard every time. Bread is baked here. Sauces are made here. Meats are hand-sliced. The menu is built so everyone can find a go-to, with classics, burgers, chicken, wraps, and seasonal specials when the time is right. Order it as designed or customize it. Either way, it is made right.
The Challenge
The challenge was building a brand that felt like a real neighborhood go-to, not corporate and not gimmicky. The brand needed to communicate consistency and intention without overhype, and it needed a system that could scale across menu, social, signage, and catering without losing the standard.
The Goal
Build a full brand foundation that could be executed at launch and built on over time.
- Create a clear promise and positioning that customers understand instantly
- Develop a voice and messaging system that stays real, confident, and repeatable
- Establish creative direction that guides design and content across touchpoints
The Deliverables
- Brand snapshot and company copy
- Positioning and brand promise
- Customer profiles
- Visual identity and design system
THe Process
This is how we took Sammichés from an idea to a clear, usable brand system
Define
We started with discovery and research. I led a session to understand the customer and the market, then reviewed competitors and messaging patterns to see what works and what feels believable. Those insights guided the strategy and the design direction for the brand.
Build
From there, I built the brand system. I developed the positioning, promise, pillars, proof points, and taglines, then translated those decisions into the design building blocks so the visuals and messaging stayed aligned across every touchpoint.
Refine
Next came testing and review. We met with decision makers, looked at what was working in real use, and refined what needed clarity. Each iteration was tied back to the goal and made the system easier to execute.
Launch
Finally, I packaged the full system into a brand guide that sets the foundation for how Sammichés is presented and understood. It supports the launch now and gives the brand a structure to build on over time.
Customer Profiles
These customer profiles are the people we built the Sammichés brand around, and they connect directly to the Define phase of the process by guiding the messaging, menu framing, and catering direction from day one.
Moodboard
Welcoming
Dependable
Comforting
Familiar
Consistent
Hearty
Filling
Flavorful
Clean
Bold
Deli warmth
Bakery fresh
Sharp slices
Saucy
Visual Identity and Design System
Hungry Red
- #C60E00
- R198 G14 BO
- CO M92 Y100 K22
Midnight Blue
- #000352
- R0 G3 B82
- C100 M96 YO K67
Happy Blue
- #267FBA
- R38 G127 B186
- C79 M31 YO K27
Wheat Yellow
- #FFDD80
- R255 G221 B128
- CO M13 Y49 KO
Flour White
- #000352
- R0 G3 B82
- C100 M96 YO K67
