Sandwich Shop Identity for HANDWICH

Fast food · visual identity · guidelines · sonic branding · 2024

HW / 24

A brand you can
literally hold in your hands

The brief

Create a bright, recognizable language for a young fast-food chain.

The starting idea

One name.
One clear gesture.

HANDWICH is a fast-food sandwich shop. The system centers on an action rather than a particular dish: two hands carefully holding the product.

Metaphor

The hands form a frame, support the name, and show how people interact with the product.

Character

The public case study describes the style as “dopamine-driven”: bright, positive, and friendly. It combines jester and hedonist archetypes.

More than a symbol beside the product.
A symbol that holds the product.

Logo

Hands become the structure

Primary version · dark green and mint

Brand lockup with the descriptor YOUR SANDWICH STORE

01Fixed proportions

The hands and wordmark form a single structure. The guidelines explicitly prohibit stretching or compressing the logo.

02Contrast is essential

Photography uses a contrasting logo version or a separate branded panel.

03No decorative effects

No shadows or outlines are added; the metaphor already contains its own expressive form.

DEEP GREEN#004137

FRESH MINT#8CE1AF

CORAL#FF704D

WARM PAPER#DFD9C9

PINK#FF96B2

YELLOW#FFC346

PURPLE#6A5DE1

BLACK#000000

BEBAS NEUE

HEADLINES / LABELS / PACKAGING

Oswald

REGULAR / MEDIUM · SUPPORTING TEXT

Brand fonts appear only within branded panels. Editorial case-study text uses GORYANIN BROTHERS website fonts.

Pink wave with the tagline Your Sandwich Store

Hands and Your Sandwich Store tagline as a unified sticker

Application system

One gesture works at different scales

HANDWICH posters in context — Advertising series · visualization

HANDWICH mobile outlet branding — Mobile outlet · design concept

HANDWICH delivery packaging — Takeout packaging system · visualization

The symbol in a product context · design composition

Set of HANDWICH branded cups — Cups and small formats · visualization

Sonic branding

The brand found its own voice

We created a brand jingle for HANDWICH: a short musical signature for social media and promotional materials. In this case study, it extends the bright, friendly visual character into sound.

HANDWICH — JINGLEClick to listen

The brand in motion

From lounge chairs to delivery

These images visualize applications of the design system. They do not claim that the items were mass-produced or launched.

Outdoor area · visualization

HANDWICH delivery vehicle design — Delivery · visualization

HANDWICH branded T-shirt — Team apparel · visualization

HANDWICH clothing and packaging set — Communication imagery · visualization

Project outcome

We brought the identity together in a practical guide

The HANDWICH system connects the mark, color, typography, graphics, packaging, social templates, and sound. Everything is collected in a 65-page identity guide for ongoing use.

Logo and brand lockup with descriptor
Primary and secondary palettes
Brand typefaces and typography guidelines
Eight groups of graphic elements
Business stationery
Social media design system
Posters, badges, and packaging
Brand jingle

Confirmed scope

GORYANIN BROTHERS × HANDWICH

Visual identityLogo, palette, typography, graphic elements, and application system

GuidelinesIdentity Usage Guide, 65 pages, 2024

Sonic brandingBrand jingle for communication materials

The first conversation

Brand character should engage every sense

Tell us about the product you are launching and where people will encounter it. We will help decide what to build first: strategy, visual identity, packaging, environment, or sound.

Discuss your challenge

Telegram@goryanin_a↗ Emaildesign@goryaninbrothers.ru↗

Phone+7 921 791-93-18

OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street

HANDWICH — visual identity and sonic branding

The brand found its own voice

GIC CANADA

Brand character should engage every sense