The new Subway Visual Identity System was lead by creative agency Turner Duckworth (NYC) and Creative Director Andy Baron, who brought in Austria-based Photographer and Designer Marion Luttenberger to develop and execute the new visual trajectory of the Subway brand.
Marion teamed up with with Argentina-based Food Stylist and Creative Director Anna Keville Joyce to bring the project to life - a new whimsical flare, full of tasty, colorful, and eye-catching imagery.
The new campaign includes the Subway sandwich line as well as conceptual food art pieces highlighting Subway ingredients to be used in the system worldwide.
"luck favors the bold" / Anna Keville Joyce
Concept sketches based on diverse Subway themes and ingredients.
Through teamwork, trail and error, and a genuine sense of curiosity, the crew enjoyed many creative studio days together.
Studio with a view.
Strategic crowd.
Sometimes you got to turn the ingredients upside down, stack or cut them in an unusual way to discover what else it could be.
Precisely eight pairs of hands needed to bring one pepper come alive.
Karaoke.
Transforming sketched theory into practice with as few props as possible.
The Onion Whisperer.
The companion.
NYC winter backdrop
Starting with over 80 ideas - we reduced to our top 30.
A multi tool pocket knife as a metaphor for the individual options of the Subway menu.
Staying focused while juggling lots of options.
"I don't call myself a patient person - except when it comes to working with food" (Anna K. J.)
We hope you enjoy this new take on food and flavors, and the joy of experimentation and discovery. Eat fresh.
The dancing pepper featured on screens and print around the globe.
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More: Subway
Andy Baron
(Creative Director)
Drew Stocker /
Nicole Jordan
(Designers)
(Storytelling Concepts)
Michael Scelza
(Director of Production)
Wyeth Slagle /
Susie Kang Poteet /
Dave Gellert
(Senior Account Director)
Jordana Roberts Marcus
(Head of Client Services)
PHOTOGRAPHY
Marion Luttenberger
(Storytelling Concepts)
(Photography)
(Image Editing)
(Photo Assistance)
FOOD STYLING
(Food Stylist)
Marissa Fisher
(Stylist Assistant)
PRODUCTION
Edward Sturtevant
(Producer/Shoot 1)
Jessica Gullo
(Producer/Shoot 2)
INTERIOR DESIGN
COPYWRITING
(Copywriter)
LETTERING DESIGN
(Typographer)