H55

The Sandwich Shop

The Sandwich Shop
2003

Besides representing a sandwich, The Sandwich Shop’s logo is also derived from the Chinese character ‘san’, for ‘san wen zhi’ (Chinese for sandwich), in response to the initial design brief to incorporate an East-West element into the identity.

Interestingly, the same Chinese character ‘san’ also means ‘three’, which is logical as a sandwich is essentially made up of three layers.

The overall identity is honest, functional, systematic, and void of superficiality; appropriately reflecting the ethos of The Sandwich Shop.


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