For 30 years, Lenwich has made the kind of iconic sandwiches New Yorkers dream about. One of the tasks for Mucca was to ensure the rebrand spoke to a younger audience while celebrating the heroism of Lenwich’s old-school fans, from teachers to firefighters to bike messengers.
A richly layered visual system stacks the typography like a pastrami on rye, and copywriting speaks to the concept of everyday New York heroes. The strong color palette provides a visual link to Lenwich’s former brand, and the overall effect is as vibrant and energetic as the city itself.
The brand typeface is Lineto’s LL Prismaset, which is used in several styles, always in all caps. It’s paired with Lucas Sharp’s Virgo Italic for secondary text.