Customisable gourmet shawarmas was in the offering. Duck, cranberry or even tofu – for a brand that offers so many twists to a traditional shawarma, our positioning captured the essence of what the brand needed to be. ‘Express Yourself’ became the main idea behind the brand. From naming development to visual identity, from digital to in-store experience, the brand spoke in a snappy, engaging tone of voice and made use of a simple monochromatic visual system that remained different from every other competitor in the market.
A detailed manual covering every aspect of the brand, including its carefully crafted typographic system, signage design, retail guidelines and communication templates got the brand ready for a regional and global expansion. The work saw S’wich walk home with many awards including the ‘Best new retail brand’ and ‘Best use of copy’ in the 2015 annual Transform awards.