The Sandwich Shop

Copywriting / Brand Voice

The purest expression of the Sandwich Shop's beliefs–after the sandwiches, of course. 

The Sandwich Shop is a quick-lunch chain in Singapore whose mantra is "we only serve what we eat." They pride themselves on gourmet quality and freshness: instead of using a central kitchen, their sandwiches are made in-house every morning at each of their six outlets. Even the bread is made from scratch. 

To better reflect this philosophy, my friends at Practice Theory and I created a new website for The Sandwich Shop. We made a series of copy-driven ads for their stores that would communicate the freshness, quality and honesty that goes into making each sandwich. I helped define the brand voice and wrote the ads and website copy. Rebecca Toh and Wong Weiliang took the photographs. 

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