The Brand
Sando is a Japanese-American sandwich shop founded by a family passionate about combining the rich flavors of Japan with the classic American sandwich. Their mission is to craft sandwiches that not only deliver incredible taste but also offer a unique cultural experience. Sando’s warm and approachable personality is reflected in everything from their food to their branding, aiming to bring people together through a shared love of good food and tradition.
The Challenge
Sando needed a brand identity that would stand out in the food industry while staying true to its roots. The goal was to blend the authentic flavors of Japan with the casual, approachable feel of an American sandwich shop. This identity had to appeal to a broad audience, from curious teens to seasoned foodies, all while creating a strong and memorable presence.
Ideation
To achieve this, we crafted a visually bold yet welcoming brand identity. The logo, with its clean, modern typeface and signature character mascot, brings warmth and personality to the brand. The mascot, an endearing representation of Sando’s friendly, approachable nature, plays a key role in connecting with customers of all ages.
The design extends into packaging, where vibrant red and white colors ensure that Sando’s products stand out. The loyalty cards and signage were also designed to align with the playful and culturally rich nature of the brand, ensuring customers feel connected and excited every time they interact with Sando.
