Brand Identity, Illustration, Photography,
Packaging, Campaign

Branding Miller’s Famous Sandwiches to Scale

Rhode Island-based Roast Beef company, Miller’s, set out to franchise their long standing sandwich shop. We set out to take their mom and pop feel and give them a brand identity that could scale into the franchise space. We were careful not to lose any hard earned brand integrity and took inspiration from where the brand began.


Brand Identity & Strategy
Product & Packaging Design


Photography: Fly Lords
Film: Timber & Frame


Over the course of 50 years, Millers’ mark had changed a number of times in ways that pulled them away from their roots and their overall brand identity. We were challenged to bring them back to where they started in a way that felt modern and ownable.


We gave their original 1960s mark some TLC and simplified their color pallet to create a fun and charming identity. The way comfort food should be.

Logomark and Type

The new mark became a unifying force across brand collateral. The hand designed typography inspired the hand drawn characteristics of the illustrations. With Miller’s being so involved in the community and a local favorite since 1968, it was important to weave a human touch throughout the brand expression.


Millers was in need of ownable elements that created a new level of brand recognition. Each illustration aims to personify the community’s love for Millers while playing off clever language.


It was important to capture Miller’s signature Roast Beef in a way that could work across all of the signage and materials key for a franchised brand. This means our food photos needed to look enticing at all sizes from menus to billboards. We think they speak for themselves!


Ultimately we were able to provide Miller’s with a fresh brand identity that can work both at a local and national level. Their colors, logo, and typographyset them up to stand out in a saturated space. The vintage feeling provides the proper nod to Miller’s history while still embracing a simplicity and modern approach that scales.