Subclub is an innovative fast-food brand originating from East Asia, specializing in offering delicious, healthy sandwiches inspired by various Asian cuisines. Designed for both dine-in and takeaway experiences, Subclub aims to bring the rich flavors of Asian countries to a global audience while promoting the culture of Vietnam. This case study delves into the creation and development of Subclub's brand identity, focusing on its unique visual elements, packaging, and international appeal.
Brand Identity
Subclub's brand identity is anchored in a vibrant color palette comprising bold reds, greens, and yellows. Each color was carefully chosen to resonate with the brand's core values and culinary offerings:
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Red and Yellow: These colors are traditionally associated with food and have been shown to stimulate appetite and evoke a sense of excitement and energy.
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Green: Symbolizing eco-friendliness and health, green underscores Subclub's commitment to natural and organic ingredients, appealing to health-conscious consumers.
Typography
The primary typeface of Subclub is "Poor Story," a Korean and Latin font that reflects the organic qualities of handwriting with various stroke weights and angles. This typeface adds a personal and approachable touch to the brand's visual identity. The secondary typeface is "Roboto," which can be used for branding and promotion. Roboto features friendly and open curves, enhancing readability and modern appeal.
Visual Identity and Branding
Subclub's visual identity is designed to highlight its Asian heritage through a series of culturally rich illustrations. These elements are prominently featured on the brand's eco-friendly and easy-to-carry packaging:
Vietnamese Lanterns: Representing the vibrant street food culture of Vietnam.
Logotype Variations
To reflect its international reach, Subclub’s logo is available in three different languages: English, Korean, and Devanagari. This multilingual approach not only respects the brand's Vietnamese roots but also embraces its expansion into diverse markets, particularly North India.
Packaging and Souvenirs
In line with its eco-friendly ethos, Subclub uses sustainable packaging materials that are both practical and environmentally responsible. The trifold menu is a unique feature of Subclub's customer experience. It includes a section where visitors can write their memories and the date of their visit, transforming the menu into a cherished souvenir. This thoughtful touch not only fosters a personal connection with customers but also encourages repeat visits and word-of-mouth promotion.
Naming and Memorability
The brand name "Subclub" is a clever play on words, combining "sub" (a common abbreviation for submarine sandwiches) and "club" (a type of sandwich). This dual reference enhances the brand's focus on sandwiches while also creating a sense of community and belonging. The rhyming nature of the words adds to the name's memorability, making it easy for customers to recall.
Take out package for Egg drop sandwich, Banh mi, quick bites.
Subclub exemplifies how a well-crafted brand identity can transcend cultural boundaries and create a lasting impact. By integrating vibrant colors, multilingual logotypes, and culturally rich illustrations, Subclub successfully communicates its core values of health, eco-friendliness, and Asian culinary heritage.
