Rebranding a sandwich shop


I decided to rebrand one of my favorite sub shops,
Which Wich. The redesign includes stationery, packaging and more.

Project type:
10 weeks
Tools used:
Illustrator, Photoshop, InDesign, Packaging design

The Challenge

Which Wich has a fun store concept–customers customize their sandwiches by checking off ingredients on a sandwich bag. Despite this, I felt their branding does not necessarily match this concept, which is why I decided to rebrand them.

My Approach

Which Wich’s rebranding includes identity, stationery system, packaging (cup, chips bag, sandwich bag, napkins, sandwich wrapper and stickers), uniform (apron and t-shirt), website, store front and catering van.

The company logo represents Which Wich’s edgy and fun environment. The words “which” and “wich” frame the words “superior sandwiches” just like a sandwich. “Wich” is also flipped vertically, which allows for the company’s name to be read even when the logo is rotated.

*Finalist in SCAD Secession 2013.


[meteor_slideshow slideshow=”ww_website”]