Visual identity system for a gourmet signature sandwich shop in Barcelona

Puff is a signature sandwich shop in central Barcelona, with its own combinations for breakfast, brunch, lunch and afternoon snacks.

Services: Branding, Packaging,
Social media content

Client: Puff Sandwiches

Creative direction: Puff serves people who eat on the move: tourists exploring the city center and office workers who want something better than their usual option. Before designing, we defined what the brand had to convey and to whom: quality in a fast format, with a friendly tone and no stiffness. The challenge was to build from scratch a cheerful, artisanal identity with urban energy, one that is recognizable at a glance on a street full of food options and works just as well on a wrapper, on a screen and on a uniform..

The Outcome: The brand’s personality, friendly and easygoing, guided every decision. The whole system relies on a single typeface family, Amsi Pro, chosen for its versatility: its wide range of widths and weights handles everything with one voice, from the logotype to supporting copy and social posts. Its solid construction gives it street presence, and its friendly proportions keep the tone approachable.

The palette brings together deep blues, vibrant oranges, light warm tones and organic greens. The colors are lively but balanced, conveying quality, nature and an urban, modern feel, and they combine in different ways depending on the application, which gives the system flexibility.

The imagery completes the universe: urban scenes with grain, casual moments and people eating without fuss, showing the product in its real context.

The final system: The visual identity system was developed to accompany the product at every touchpoint, from the paper that wraps the sandwich and the takeaway and delivery packaging to team apparel, stationery and social media posts. Each application follows the same principle of few elements, well used, so that the blues, the oranges and the typography are recognizable in any format, and a brand manual gathers the usage criteria. The result is a flexible food branding system that keeps the same character on the street, at the table and on a screen.