Montague's Gourmet Sandwiches

Client: Montague's Gourmet Sandwiches | Berkeley,CA

HISTORY
Montague’s Gourmet Sandwiches is a deli in Berkeley named after John Montagu*, also known as the 4th Earl of Sandwich. A man born into a wealthy family spent most of his time and money at the gambling table which indirectly led to the invention of the sandwich in 1762. The legend goes that he ordered roast-beef between two slices of bread to prevent his hands from getting greasy while playing cards.

LOGO
The play between the recipes fanned out like playing cards, reflects the history of the sandwich. The image as a whole forms a crown which communicates a sense of gourmet/royalty.

*The deli was registered as "Montague" instead of "Montagu"