Liberty Cheesesteaks & Subs

Restaurants, Fast Food, Sport Bar

Cheesesteaks & Subs, Sport Bar

It’s been a long-time dream for owners Michael and Joe to grow from a small location to a bigger establishment and from there to a small chain. Having finished establishing their second location, they now have their eyes set on a third. This expansion also now calls for a brand rework as the current logo and brand interface are outdated.  The new branding needs to have a look that conveys “fresh” and accessibility. In New Orleans, when you are hungry, you can always look for a Po’boy same as you would be looking for a Sub if you were in New York/New Jersey. Although Liberty isn’t a Po’boy place, its original establishment in New Orleans plays a huge part in its identity.  The original focus at Liberty was always cheese steak sandwiches and salads. But the menu is going through an overhaul and is going to include a wide variety of cold subs using fresh sliced deli meat and cheese, bread, and fresh vegetables which build a sandwich “tree” allowing customers to order potentially one of 600 sandwich variations given the number of choices.

The target of this rework is to leverage Liberty existing brand in New Orleans Metro to build a presence across Louisiana and the Gulf South. Like the feeling you get at the local sandwich deli, now that the establishment has matured, we would like to match the matureness of the branding with it.

Today’s Liberty calls for a sense of familiarity, tasty, freshness, and convenience (ease of order). 

In addition, Liberty has become the place to enjoy American Sports events, and the brand needs to evolve in a way that is reflected as part of its identity.

We define our user-profile, the ideal client that we wanted to impact with our visual branding

With our client in mind, we started investigating for visuals to create moodboards that could help us define the inspirational starting point for the designs.

After understanding the brand and the potential client and throwing light on the direction we wanted to follow visually, we started the design process.