(01)
The Brief
Build a fast-casual sandwich brand from the ground up.
Whatsub needed more than a logo — they needed a complete brand identity that could compete in Lebanon's crowded F&B market and give a new concept a clear reason to exist beyond the product itself.
(What we did)
- Full brand identity system from scratch
- F&B market positioning
- Competitive landscape review
- Brand naming rationale
(02)
The Diagnosis
No story. No differentiation. No reason to choose.
The F&B landscape in Lebanon is saturated with imported concepts and generic aesthetics. Whatsub had a strong product but zero brand infrastructure. Without a clear position, price becomes the only conversation — and price is always a race to the bottom.
(What we did)
- Market & competitor audit
- Visual gap analysis
- Brand positioning strategy
- Core differentiation definition
(03)
The Idea
Own the street. Not a sub shop — a street brand.
The submarine metaphor made the name make sense. It grounded the visual language and gave every touchpoint a character that couldn't be faked or borrowed. When a brand has a story, the product becomes proof of it — not the other way around. Owning a feeling on the street was worth more than describing the sandwich.
(04)
What We Built
A complete brand built around the submarine metaphor.
We built the full brand system: naming rationale, visual identity, color palette, typography, menu design, packaging language, and in-store communication. Every touchpoint was designed to feel ownable, deliberate, and consistent.
(What we did)
- Logo & visual identity system
- Color palette & typography
- Menu design
- Packaging system
- In-store environmental design
- Brand standards guide
(05)
The Result
A brand ready to open, grow, and be remembered.
Whatsub launched with a complete visual language and a brand platform that gives the team a foundation to build on — not just for opening day, but for every brand decision that follows.
(What we did)
- Launch-ready brand system
- Consistent across every touchpoint
- Team equipped to make brand decisions
(Start a project)
Let's build
yours.
Every brand we've built started with one honest conversation. Ready to have it?
Let's Sync.→