Secret Sandwich Shop
The best kept secret in the Midwest. Secret Sandwich is a tiny little sandwich shop with a big voice. Located in the very back of Sweet Boy’s Neighborhood bar, Secret Sandwich has a small but powerful menu of staples and weekly “Secret Sandwhiches” that are only available by following along with the brand on social media.
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Awards
Silver American Advertising Award
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Insight
Secret Sandwich Shop is exactly what it sounds like: a tiny sandwich counter tucked in the back of Sweet Boy's bar, with a rotating lineup of secret sandwiches you only find out about if you follow along online. The whole business runs on being in on it. So the brand couldn't just look good, it had to make being a regular feel like membership in something. A small shop with a big voice needed an identity loud and confident enough to punch way above the size of the room, and mysterious enough to make the secret worth chasing.
Solution
We built Secret Sandwich a brand with a voice far bigger than its footprint, bold, punchy, and a little in on its own joke, so a sandwich counter behind a bar felt like the best-kept secret in the Midwest. A high-contrast black-and-yellow system and custom illustration gave it real presence across the menu, merch, napkins, and social, where the whole secret-sandwich game actually plays out. Everything leaned into the in-the-know energy, rewarding the people who follow along and making everyone else want in. The result turned a tiny shop into a brand with a cult following built into the concept, loud enough to be unmissable and secret enough to be worth finding.
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