The company has also begun using a new double-arrow logo/icon that has appeal, but for a fast-food company trying to stay on top—it was recently ranked third in sales worldwide, following McDonald’s and Starbucks, respectively—its new identity didn’t really qualify as saber-rattling.
But this week we’re starting to see more pieces of the puzzle, some very tasty photography that could partner very well with the new identity. Created by the design firm Turner Duckworth, Austrian photographer Marion Luttenberger, and Argentinian food stylist/creative director Anna Keville, the photos are whimsical, colorful, and fresh: common Subway food ingredients are turned into art. The basic yellow and green Subway identity palette is evident, with strong pops of red, blue, purple, and orange.
Making ingredients rather than finished food the brand heroes isn’t new, especially in today’s restaurant environment where everyone is constantly chanting, “fresh, fresher, freshest” at every opportunity. But Subway also has a reputation for some amount of whimsy and so perhaps has the advantage of more creative leeway than other establishments. It’s an approach that could work against its top two competitors, neither of which is known for being especially waggish.
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