SUBWAY COOKIES ➝ Rebranding a cult classic for Subway’s EMEA markets.

Subway’s cookies are regarded as the top-tier sweet snack in the fast food world. Some would go as far to say that they’re more iconic than the sandwich chains’ subs themselves. So when Subway approached us to give this iconic menu item a packaging refresh, we turned this into an opportunity to create a distinct brand identity for this globally iconic cult classic cookie.

The new EMEA Subway Cookies identity comprises of a handful of ‘freshly-baked’ elements - taking traditional patterns & typography and applying the same oven baked treatment that the cookies themselves receive in store daily.

This identity started with creating a typographic logomarque. We hijacked Subway’s house typeface giving it a slab treatment - reminiscent of 50’s American diners famous for all things sweet, nostalgic and comforting. We took the letterforms and laid them out like cookies on a tray with a loose and fun arrangement, applying a rough ‘baked’ texture to the edges of the marque.

This idea of bringing the freshly baked story to life extends through to our playful polkadot pattern used across packaging and beyond. Like the cookies themselves, each circle is completely unique in shape, size, and edges, allowing us to create bespoke patterned environments for different elements live in.

Not straying from the iconic green and yellow colourway, is something that aims to make the branding strikingly simple and instantly recognisable for Subway, as the identity is being rolled out across 14 different markets in the EMEA region.

As the cookies have always been such a key part of a Subway guests experience, it was important to create an identity that was as memorable, and joyous as the fast-food cult-classic itself.