Overview
Creating a brand full of character and personality
This passion project for my friend Abhinav is meant to match the vibe of sandwich shops that he experienced while living in Europe. I wanted to try a rough, hand-drawn feel to match the personality and authenticity of the brand.
Problem
Across Vancouver and much of North America, the sandwich market is dominated by large chains that leave little room for small, character-filled shops. There is an opportunity to create more personal and authentic sandwich experiences like in Europe, we just haven't done it yet.
Solution
I let Abwiches embrace a rustic, hand-crafted visual identity by using imperfect techniques rather than making it perfect. The mark, including Abhinav's famous beard, is rooted in character and charm that makes the brand feel genuine and timeless.
