Problem & Challenge:
The founder of Balans Restaurant Group saw an opportunity to reimagine the humble sandwich for a new generation. While simple comfort foods were growing in popularity, few brands presented them with real craft or contemporary appeal. The challenge was to create a concept that felt both elevated and approachable, a brand that could compete with high-street chains while standing out through personality, quality and wit, appealing to modern, food-conscious audiences seeking flavour, experience and a sense of joy.
Solution:
Working from a clean slate, I developed Sanddwwich, a playful and modern name and identity that captures both the product and the brand’s personality. The name is paired with the strapline ‘more in the middle’, a playful nod to the generous fillings and the distinctive letterform treatment. The visual system combines bold typography with a warm, energetic tone of voice to create a brand that feels fresh, authentic, and generous. An elevated take on the everyday sandwich that stands out in busy market settings and connects with people through flavour, craft and joy.
Working from a clean slate, I developed Sanddwwich, a playful and modern name and identity that captures both the product and the brand’s personality. The name is paired with the strapline ‘more in the middle’, a playful nod to the generous fillings and the distinctive letterform treatment. The visual system combines bold typography with a warm, energetic tone of voice to create a brand that feels fresh, authentic, and generous. An elevated take on the everyday sandwich that stands out in busy market settings and connects with people through flavour, craft and joy.
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