2. Art Direction
3. Copy Writing
4. Packaging Design
5. Illustration
Agency/Rugged Coastal
Millers is THE sandwich staple in Rhode Island. Since 1972, they’ve been known for their sandwiches, quality roastbeef, and friendly service. They were looking to franchise and wanted a rebrand that could help them stand out against the other big chains—while never loosing site of their history and who their loyal customers know them to be.
The inspiration behind the new brand became “where they started”. People now more than ever are looking for authenticity. So we looked back at the original Millers mark, dusted it off, gave it a facelift, and made it the star of the brand again. By connecting Millers to the past, this new mark helped position the sandwich shop with the notion of trusted quality, loyalty, and authenticity.
The new mark was then paired with laid-back language, friendly illustrations, and inviting photography—encompasing Miller’s values and painting the picture of the ultimate stop for comfort food.