Togo's Sandwiches
Having parlayed their humble beginnings as a university sandwich stand to achieve even greater success, Togo's expanded over the course of fifty years to operate more than two hundred restaurants spanning the western seaboard.
Yet, between a series of ownership changes and the natural course of time, customers' initial zealotry was slowly eroded.
With new leadership once again assuming the helm in 2018, I worked within a creative team to refresh nearly every element of the chain's branding as well as to develop and launch a new hero product,"The Pretzelrami", a variant of their best-selling pastrami sandwich atop a pretzel bun and festooned with pickles, mustard, and aged white cheddar.
The updated brand materials and the new sandwich worked in concert to cement the core pillars of the Togo's brand: quality ingredients, generous portions, and serious craveability.
We retained the structure of their original seal — modernizing their palette to an energetic orange monotone, calling out the brand's historicity, and organizing their central tenets under the slogan, "True To The Sandwich".
Our logo and sandwich were introduced beneath a campaign theme I created called "How Far Would You Go For a Togo?". The line aided recognition through reiterating the name and evoked desire through a series of 30 second live-action television, digital, and OTT ads in which people, animals, and robots alike went to extreme lengths to get their mitts on a tasty Togo's sandwich.
A secondary cartoonish stylization of the same premise was featured in-store, on packaging, and across digital banners and social units.
The "Pretzelrami" became an overnight best-selling menu item, lifting sales in core markets more than 9%.
