BRAND IDENTITY / FOOD & HOSPITALITY

Sammy’s

A bold, playful identity for a neighbourhood sandwich shop where generous portions, big flavours and plenty of personality are always on the menu.

Brand Identity | ART DIRECTION | PACKAGING DESIGN | PRINT DESIGN | SOCIAL MEDIA DESIGN | CAMPAIGN DESIGN | 2026

Sammy's is a fictional neighbourhood sandwich shop, developed as a self-initiated creative project.

The idea was to create a brand that felt like an established local favourite, serving generously stacked sandwiches made with quality ingredients.

The challenge was to balance old-school charm with a fresh attitude. Something familiar but not dated, playful without feeling gimmicky, and confident without losing that welcoming neighbourhood feel.

01 / THE BRIEF

The identity was built around one central idea: Generous by Nature.

Generosity wasn't just about the sandwiches. It extended to the brand's personality, typography, colour and the way it occupied space.

Oversized lettering, stacked compositions and bold graphic elements reflected that sense of abundance, while familiar signage and tactile print textures brought in a little old-school character.

Throughout, the food remained the hero. The identity needed to have personality without competing with the sandwiches themselves.

02 / THE CREATIVE THINKING
Close-up of a man eating a loaded deli sandwich with sliced meats, lettuce, peppers, and creamy dressing.
Two stacked crispy fried chicken sandwiches with sesame-seed bread, pickles, purple cabbage slaw, creamy sauce, and spicy sauce.

A chunky, characterful wordmark gives Sammy's its friendly, confident personality, supported by contrasting typography that balances expressive headlines with practical everyday information.

Warm cream and vivid red establish a familiar foundation, while cobalt blue and touches of yellow bring a fresher, more contemporary energy.

Oversized type, bold colour blocking, halftones and subtle print imperfections create a flexible graphic language that feels playful and substantial without becoming overly decorative.

03 / THE IDENTITY

The identity was explored across menus, takeaway packaging, greaseproof paper, shopfront concepts, merchandise and social media.

Large-scale typography and repeated wordmarks create recognisable branded moments, while food photography keeps the focus firmly on the sandwiches.

Each application uses the same visual principles in different ways, giving Sammy's a consistent personality without making everything look identical.

04 / THE BRAND IN PRACTICE
Bold red “SAM, MY S” lettering over a blue halftone burger background.
Hand holding a grilled chicken gyro wrap with tzatziki, pickles, cabbage, and purple slaw against a red-and-white checkered background
Takeout paper bag labeled “SAMMY’S” with a sandwich illustration and “Good bread. Good stuff.” resting on a restaurant counter.

The finished concept is a cohesive identity with the familiarity of a neighbourhood favourite and the energy of a contemporary food brand.

Built around one clear idea, Sammy's shows how typography, colour, imagery and graphic details can work together to create a distinctive brand across multiple touchpoints.

05 / THE OUTCOME
Person wearing jeans and carrying a cream canvas tote bag with bold red “SAMMY’S” lettering in front of a blue tiled wall
Sammy’s sandwich shop storefront and cozy interior with counter seating, coffee bar, fresh ingredients, and “Good Bread. Good Stuff.” sign
Person wearing a Sammy’s Good Stuff T-shirt holds a stack of white plates beside colorful dishware.
Angled sandwich menu poster listing Italian, Big Veg, Hot Bird, and Green One sandwiches with prices and ingredients.
Stacked gourmet vegetable sandwiches with focaccia bread, roasted vegetables, arugula, mozzarella, pesto, and a red Sammy’s logo
Blue promotional poster for Sammy’s Italian sandwiches with the slogan “Generous by nature” and brand traits “Bold, generous, unfussy, friendly, obsessive.”
Custom Instagram post templates showing coordinated typography, colours and layouts for a client brand.
Collage of assorted pickled vegetables, toasted sandwiches, vegetable-topped focaccia, and crispy roasted potatoes with text reading “Extra pickles, obvs.” 
LET'S WORK TOGETHER

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