We were briefed to design a new brand and collateral for Sandwich Worx, a sandwich company providing bespoke sandwich combinations and bespoke branded packaging to retailers and contract caterers. The company started as a family business on a kitchen table 25 years ago and, while they have grown a lot since then, they have retained a ‘Kitchen Table’ attitude to sandwich making. In order to convey this we created a friendly tone of voice and a set of illustrations to highlight a number of the key attributes that differentiate them from their competitors.
The tone of voice and illustrations were used in a small brochure which was saddle stitched into a housing folder, allowing it to also hold information on bespoke proposals for each client. We chose Fedrigoni Intreccio as the paper stock for the folder as its gridded embossed pattern reflected the repeat patterns of the sandwich stacks in the identity.
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