Fox & Rye Brand Identity

Build a Better Sandwich.
Fox & Rye doesn’t want to change the world, they just want to build the best sandwich you’ve ever tasted.
When a classically trained chef came to us with his unnamed hot sandwich concept based in Oklahoma, we realized the brand had a few challenges to overcome. In a market oversaturated with well-known franchise sandwich shops, we needed to stand as a proud artisanal outlier, while being approachable enough to entice customers who don’t know their $5 foot-longs from their French dips.
The result was Fox + Rye: a daring, yet unfussy brand that prides itself on the quality and consistent deliciousness of its sandwiches that comes from doing things well—even when no one is watching. The graphic letters and shapes of the visual identity create a bold first impression that lets guests know we do things differently and never cut corners. The distressed finish of the lines creates a look that feels rustic and earthy, alluding to always-fresh ingredients and years of craftsmanship. And the accent of the fox is a playful callout to the canine qualities of the brand: loyalty, passion, and creativity.