New York classics — Chopped.

Way before they went viral the first day they opened, Brown Bag Sandwich Co co-founders Gilli and Tony had a dream to sell sandwiches so good they’d attract everyone from a college kid, to a fireman, to a top tier chef right off an all day shift. They had the recipes, the know-how, and a prime Greenwich Village location ready to open its doors— all they needed was the brand.

Over the course of several months I worked weekly with Gilli and Tony to help bring their vision to life, crafting a logo and brand identity humble enough to represent their mission, but bold enough to capture just how damn good their sandwiches really are. Featuring a custom hand illustrated brown bag icon paired with a bold and all-American style type based logo, Brown Bag’s visual identity is genuine and straight forward with a twist— just like their sandwiches.

Today, Brown Bag Co has a line down the block every day before they open. They regularly sell out of their viral $10 Chopped Cheese, and are quickly picking up fans far and wide. Brown Bag Sandwich Co is not your average corner store, it’s tastier.

@brownbagco.nyc | www.brownbagny.com

PRESS: NBC NY:  “Brown Bag Sandwich Co is serving up some classics” | EATER: “The Chopped Turkey Club Finds a Home in Greenwich Village”  | INFATUATION: “Brown Bag Sandwich Co.”