BRB Sign for Fast Food Restaurant
May 3, 2025
Client
Subway
Deliverables
"Be-Right-Back" Sign
Keywords
Project Exploration, Ideation, Concept Development, Support
The Challenge
A franchise of the Dutch branch of Subway.com approached us with a request for a custom sign that would let customers know the restaurant was open, but that the worker was currently in the back preparing for the day. The goal was to deliver this information in a humorous and creative way, while remaining true to Subway’s brand identity. The sign needed to be visible from a distance, easy to read quickly, and incorporate Subway’s signature look.
The Solution
We began by designing a bold, high-contrast layout that used a large font size to ensure legibility from a comfortable distance. The Subway logo was prominently displayed to maintain brand recognition. For the messaging, multiple text options that balanced humour with clarity were explored. After several iterations of both layout and wording, the final sign read:
“SORRY, WE ARE BUSY AT THE MOMENT. YELL, I AM HUNGRY, AND WE WILL BE RIGHT WITH YOU.”
This playful tone aligned with the franchise’s request for a lighthearted and welcoming communication style.
To further reinforce brand identity, we designed and manufactured a custom sign holder made from green plastic, matching Subway’s signature colours. This holder not only served a functional purpose but also acted as an additional brand touchpoint, integrating seamlessly into the store environment.
Once the final design was approved, we printed the sign, assembled all components, and installed the holder in the restaurant. A thorough quality check was conducted on-site to ensure the sign was stable, visually appealing, and legible under real lighting conditions.
The result was a distinctive and engaging sign that informed customers while reflecting Subway’s approachable personality; successfully combining function, humour, and brand consistency.
