The Ask:
Create a brand voice for Edith's, a beloved neighborhood deli
Deliverables: Brand Tagline, TOV, Various Merch
The Challenge:
The most common complaint across all rating systems;
"These sandwiches are expensive!"
The most common response from IRL visitors;
"These sandwiches are HUGE!"
How do we unite these two sentiments, while paying homage to our New York sandwich roots?
The Process:
We traveled from the depths of Coney Island, to the New York Sign Museum in Bushwick looking for authentic local inspo. Ultimately, we found that good slogans had one thing in common: clear, concise statements of offerings.
"Big Slices HERE!"
"Thrills ABOUND"
"50c ATM"
No bold, heady statements. Nothing to decode. What do you sell? And why is it better than the one that's sold down the block?
The Process:
Then it hit me, harder than a $28 Reuben hits your checking account:
"Eat Half Here. Take Half Home."
All of a sudden, the instinct of sticker shock is replaced with mental math: If this is my lunch and my dinner, then I guess it's not that expensive after all. Hell, I might even be saving money!
And just like that, Edith's had an extra short, extra sweet tagline to match their extra large sandwiches.
