360° Vis id refresh
Client: Firehouse Subs
Challenge
How do we modernize and elevate the brand, putting appetite appeal at the forefront, while preserving the heritage and community roots that make the brand special?
Insight
Millenial and Gen Z audiences want a brand with purpose and authenticity but when it starts to feel gimmicky or too over the top, you’ve lost them.
The Work
While Firehouse Subs has always had a heritage that supported firefighters, the hero in the merchandising needed to be the food. A system-wide reset surpassed franchisee expectations with a thorough street-level audit of Firehouse locations and competitors to identify gaps and opportunities. We brought humanity into the brand with a complete overhaul of food and lifestyle photography along with detailed styling and lighting guidelines to showcase crave-ability and relatability. Modernized logos and packaging earned credibility with even the most discerning audiences. We established communication zones and toolkits for OOH, digital, and in-store merchandising, ensuring consistent messaging across all guest touchpoints.
