Fozzie’s Sandwich Emporium – Saint Louis, Missouri
The purpose of this project was to:
- Create a new brand identity for an existing restaurant
- Ensure the new brand identity is relevant, creative, polished and professional
- Ensure the new brand identity represents the restaurant’s values and spirit.
Fozzie’s is a family owned gourmet sandwich shop that prides itself on creating a unique sandwich experience. With the use of fresh ingredients, they even grow their own herbs and vegetables, and an imaginative culinary sense, Fozzie’s delivers flavor combinations that are consistent in quality and taste.Their menu offers classic staples reimagined, seasonally inspired salads, homemade milkshakes, and weekly specials that keep you coming back to see what else Fozzie could possibly think of to put on a sandwich. The menu caters to the carnivore or the vegetarian in you. Food is prepared daily without the use of additives. Friendly food and service has made Fozzie’s Sandwich Emporium a must-eat in the St. Louis community.
The existing identity system was fragmented and inconsistent which can result in a loss of brand recognition. There is a disconnect from the current identity to the spirit of the shop and could appear to be dated.
Communicate Fozzie’s values and aspirations through a bold, interesting design which touches on the following themes:
The Food: This is their passion. It’s what brings people back to Fozzie’s. A representation of this could be through an evolution of the current sandwich logo into an icon, which it is among the community.
The Environment: This is represented in the garden they have on site. Not only is it a sustainable source of fresh herbs and vegetables, it’s good for the environment. And they choose to use items from the garden so their customers are getting the very best food nature has to offer.
The Experience: When you walk into Fozzies, you immediately feel at home and comfortable. The tongue-in-cheek themed menu and bright colors are now iconic. This theme can be represented simply with a welcoming building with a bold sign that says, ”We care about our food, and care about you.”
I’ve developed an identity that speaks to the character and spirit of Fozzie’s. It’s a representation of the the feeling you get when you eat there. Your food will be delicious; made with the freshest ingredients.The environment is welcoming; the experience is one that is warm and feels like home. A place that is passionate about their food and will surely be around for a long time.