Sushi Sandwich · Co-founder

The sandwich
reimagined

Having spotted a gap in Britain’s lunch market, we co-founded a new category to fill it. Then I built the brand that sold a 24-site rollout before the first site opened.

Sushi Sandwich store counter with staff serving customers
The challenge

The nation’s favourite lunch had gone stale: same aisle, same fillings. The opportunity was to reinvent it, then get customers, franchisees and landlords to buy into something new.

What I did

Co-founded the business and originated the concept. I built the brand from name and identity to voice and packaging, and shaped the proposition that won over customers, franchisees and landlords.

What changed

A 24-site rollout deal, sold on the strength of the brand before the first site opened.

What I created
01Brand conceptName, identity, voice and packaging. The attitude that sold the deal.
02Franchise packBuilt the investment case a franchisee could say yes to: the opportunity, the numbers and the support, plus an operations kit that makes every site run like the first.
03Landlord packCreated and written to win site applications and drive property expansion.
04Marketing toolkitLaunch campaigns and local activation every franchisee can run from day one.

24 sites.

Sold before site one opened.

The rollout deal was done on the power of the brand alone. That’s what brand creation is for.

Eight Sushi Sandwich cross-sections
The product, positioned

Bold
combi
nations.

I positioned the product as a playful rule-breaker and gave it a rhetoric to own: Bold Combinations. The line describes the layered cross-section and carries the brand’s attitude on pack, in store and in every campaign.

Visual rhetoric.

Launch campaign
Go poster Mix poster Swap poster
Grab, Create, Share poster series

The landlord pack

Created & written
Landlord pack page: why this tenant Landlord pack page: dayparts and performance Landlord pack page: property fit and store plan

A content strategy built around the landlord’s real question: will this be a friction-free tenant? Every page answers it, with proof of demand, a unit that fits and HQ support behind every site.

Friends enjoying Sushi Sandwiches, one peeking over the branded tote
Brand attitude

The sandwich aisle
needs a shake-up.

A little joy
in every bite.

Big flavours,
unexpected fillings.

Good mood. Good food.
Good to go.

Let’s work together.

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