I stumbled upon the branding for 'Wich whilst researching branding for cafes. The logo for 'wich is not what impressed me. It is the photography. Being Asian, I am not a sandwich fan. It is just not food per se in my culture. It is rather sad to be eating a sandwich. It is something on-the-go or for eating in front of the computer working. There is much more joy in a bowl of soupy noodles.
Anyway, I never thought of how to showcase sandwiches or wraps. And 'Wich has done it beautifully by showing the cross sections. What a clever idea. Of course I want to know what is in my sandwich or baguette. 'Wich has made sandwiches sexy for me in this case.