That's some...hot...chicken

The Sexy Sam starts the first of several in a series of product brands for Sexy Sammies, a private franchise based out of Colorado. One thing that sexy sammies really needed was a way for prospective customers to become more familiar with the menu. So what's the best the way to brand and market sandwiches for fast casual called "Sexy Sammies"? Why being tastefully suggestive, of course!

I wrote a series of headlines similar to the above that would help bring some personality to the Sexy Sam, get people intrigued, get people laughing, and get people ordering. Considerations that went into our messaging: The Sexy Sam is not a gendered character. We want the Sexy Sam to be cute, fun, a little edgy, but also for anyone of any background who is just a little saucy! Our approach here is to tease without being perverse, and to lean into modern humor, integrating language in a surprising, delightful way that lets sandwich eaters in Colorado know that Sexy Sammies has relevant personality.

The logo

Sexy Sammies was also in need of a refresh to their brand ID. One step in this process was bringing in a new typeface that can be used for headlines and other branding like these product logos. The "sam" type with remain a consistent for each sandwich logo, while finding simple ways to inject personality and call out the experience you get while eating each Sammie. More to come!