Quick-Service Restaurant Branding Made Fresh and Distinctive
Sandoo Sandwich Brand Identity and Communication Design
Sandoo set out to make the sandwich a more considered quick-service dining experience. Guided by the idea of “More care, richer flavours, greater joy,” the brand needed to feel energetic and internationally minded while remaining relevant to everyday food culture in China.
RDA created a confident identity with a fresh colour palette, direct typography and flexible graphic elements. The system gives Sandoo a recognisable voice across menus, packaging, promotional communication and customer touchpoints, helping the restaurant stand apart in a competitive fast-casual market.
- QSR Brand Strategy and Identity
- Food Brand Communication
Reimagining
Sandoo Sandwich positions itself as a trailblazer in the fast-food industry, promising a unique and delightful dining experience. Guided by the brand philosophy of “More care, richer flavors, greater joy,” Sandoo seeks to redefine sandwiches as a lifestyle pursuit.
The visual system turns Sandoo's promise of care, flavour and enjoyment into a lively but disciplined brand language for fast-casual dining.
Bridging Global Trends
The challenge was to create a distinctive identity that balances global trends with local cultural nuances while standing out in a competitive market. The design had to express both international aesthetics and a deep resonance with the preferences of Chinese consumers.
Rather than imitate familiar international fast-food codes, the identity combines global clarity with details shaped for Chinese customers and daily dining habits.
Flexible graphics and clear information hierarchy allow the system to scale from sandwich packaging and takeaway materials to menus and campaign communication.
RDA helps food and beverage businesses turn a strong product idea into a recognisable brand across packaging, communication and customer experience.
