The new Subway Visual Identity System was produced by creative agency Turner Duckworth (NYC) and Creative Director Andy Baron, who brought in Austria-based Photographer and Designer Marion Luttenberger to develop and execute the new visual trajectory of the Subway brand.
Marion worked with Argentina-based Food Stylist and Creative Director Anna Keville Joyce to create a fascinating and tasty imagery. This campaign introduces Subway sandwich line highlighting Subway sandwich ingredients.
Marion Luttengerger's website had inspired me with many sets of works that are so unusual, which is something I do not see anywhere else, and extremely creative. I could sense that there are a lot of story tellings to each work and these concepts are expressed mainly through photography and graphics.
I came across this topic and was interested to look at these imageries not because of myself being a subway-lover but instead remembering how my parents used to open up Subway franchise back home. I remember subway ingredients were never exciting to me until I see this creation visual of the Subway brand. These ingredients are introduced in a playful approach by throwing in bright, bold colors and decorating food with many visual imageries. For example, cheese becomes a book, meatball and onion become mars, cucumbers become glasses, pepper and ham become a dancing figure, and olives say "XOXO". These imageries create enjoyment and humor for viewers.
Sources Marion Luttenberger