Reimagining Totally Awesome Subs: A Stronger Brand Direction
A brand should match the name and the experience.
While working with Totally Awesome Subs, we saw an opportunity to move the brand beyond its original identity and create something with more presence and flexibility. The goal was to explore what the brand could look like if it were built to scale.
This concept wasn’t ultimately adopted, but the process highlights how a stronger identity can reshape how a business is perceived.
The Original Logo – A Good Start, With Limitations
The original logo came from a simple idea.
Early on, the owner asked an employee who liked to draw to create something for the brand. She came up with a comic-style concept using stick figures discovering a sub shop and reacting to the food.
It had personality and worked for the early stage of the business.
Over time, the limitations became clear. The design didn’t scale well across signage, packaging, or a more developed brand presence.
For a name like “Totally Awesome Subs,” the identity needed more strength and consistency.
Developing a Direction That Matches the Name
The goal was to create a brand that actually felt “totally awesome.”
We explored a direction that leaned into a retro aesthetic to match the store’s environment, where rock music and memorabilia already shaped the experience. The focus was on creating something recognizable, flexible, and strong enough to carry across multiple touchpoints.
The Concept – A Recognizable, Character-Driven Identity
The concept was built around the store’s existing atmosphere.
Totally Awesome Subs already leans into a 60s–70s rock ‘n’ roll theme, with music and memorabilia shaping the in-store experience. Wanting to lean into the owner’s passion for the culture of his youth, the goal was to bring that identity into the brand itself.
We developed a character inspired by that era. A retro, laid-back hippie with a beard, bandana, and glasses that reflects the personality of the space. The intent was to create something instantly recognizable and tied to the feeling customers get when they walk in.
The name was integrated directly into the design so the logo could function as both a symbol and a wordmark. This allows it to scale across signage, packaging, and merchandise without losing clarity.
The result was a concept that felt consistent with the environment, more memorable, and strong enough to support a larger brand if the business expanded.
Applying the Brand Across Materials
A strong identity needs to work everywhere, not just in a logo.
We applied the concept across packaging and in-store materials, including sub paper and drink cups. The goal was consistency across every customer touchpoint, so the brand felt intentional no matter where someone encountered it.
Conclusion
This project explored what the Totally Awesome Subs brand could become with a more developed identity.
Even though the concept wasn’t adopted, it demonstrates how branding decisions affect perception, consistency, and the ability to scale. Not every direction gets implemented, but the process is what leads to stronger outcomes.
