Our freshlosophy:

Not fast food, just food fast.

We use only organic, fresh (never frozen)
ingredients sourced from local suppliers.

Freshway is what happened when a love of

food and a passion for sustainability were
combined. At Freshway, we are celebrating
a decade of serving healthy and delicious
all-natural foods. Super fresh and tasty
food and drinks are central to our success,
but we think it’s our mission that keeps
folks coming back.

Our Mission
Everything we do is based on our goal of running a sustainable business. What does that mean, exactly?
Simply, when we make decisions, we ask ourselves one question: Is this the very best we can do for the
health of our planet, our customers, our employees, our community? For a decade, we have answered this
question by:

Composting 100% of our food waste, using this powerful dirt to nourish the earth

Recycling all of our plastic, glass, aluminum, cardboard and office waste

Using the most earth-friendly to-go packaging we can find

Using our cafés to demonstrate sustainable ideas, like our table tops mosaiced
from our broken dishes

Supported our communities in many ways and have donated over $100 million to non-profits and
charities

It’s a love thing, really. After all, sustainability is really about caring very much about you, our planet
and how we all can work to make it better for now and the future. That’s the glue that holds our enterprise
together. All of this provides a welcome alternative in a neighborhood where deli sushi counts as health food.
 BRAND ANALYSIS

Current Brand Position

The current SUBWAY brand experience is very expected: stock photos of fresh veggies, a bold,
forceful logotype, basic colors. SUBWAY is a play on the phrases submarine sandwich and the
subway underground transport system. The arrows in the SUBWAY logo are literal – to invoke
movement/transport on the subway and also fast food element of the brand.

Clientele
The company is attractive to lunch-going workers, and those who need a quick,
affordable, healthy bite to eat. In recent advertising campaigns, its main message
has been: Subway is NOT McDonald’s or Burger King – it is healthier fast food.

CURRENT
LOGOTYPE
&
WEBSITE

Moving Forward
In changing and updating the
brand, the company should focus
on what SUBWAY (Freshway)
is now and how it can improve.
Improvements include enhancing
its already valuable and popular
characteristics (make your own
sandwich, healthy alternative
to fast food chains, quick and
inexpensive) with new emphasis
on organic/gourmet ingredients,
recycling/reusing, and comfortable
eat-in environments.
 BRAND PERSONALITY

Brand Philosophy
The Freshway brand philosophy is that an insistence that quality, organic ingredients
result in tasty and nutritious food. This kind of food makes you happier and healthier.
Freshway is a place in which you can feel comfortable, and can cater to dietary needs
from omivores to vegans.

healthy
Honest
friendly fresh
goodvalue
accessible
VISUAL INSPIRATION

Inspiration Board
The visual elements on the inspiration board above were initially
composed from the brand identity attribute/idea “contemporary
cornucopia.” The resulting direction of the new identity system
was to be modern, yet familiar, comfortable, and accessible.
 FONT AND COLOR PALETTE

FONTS
OUR FRESHLOSOPHY
Sketch Block
display font

healthy, honest food

Rockwell
display font

Fresh for all! All for fresh!

Trade Gothic (Medium/Condensed)
logotype, stationery system, collateral copy
COLORS

PMS 361 PMS 179 PMS 364 PMS 323

C = 55 C=5 C = 74 C = 88
M=8 M = 82 M = 30 M = 33
Y = 90 Y = 100 Y = 100 Y = 62
K=0 K=1 K = 16 K = 15
LOGOTYPE

COLOR

BLACK &
WHITE
STATIONERY

8.5 x 11” Letterhead and #10 Business Envelope

Standard 2 x 3.5” Business Card (Front and Back)

 WEBSITE

HOME

ABOUT
US

MENU
PACKAGING

Our packaging is made from at least 70% post-consumer waste. We

use only soy-based inks, so it’s safe for you and the environment. In the
cafes, real silverware, plates, and bowls are used to reduce our footprint.
We also provide recycling areas at each store.
 STOREFRONT

Flagship store, NYC

Storefronts are designed to be eye-catching, with the Freshway logo and signature
stripes wrapping the top facade of the stores. Window posters advertise monthly
specials and new items.
www.freshway.com