San Do It Sandwich Shop, located in the bustling neighborhood of Itaim Paulista, SP, sought to create a brand that reflected both the global experiences of its owner, Sandro, and the urban, industrial vibe of major cities around the world. The challenge was to develop a brand identity and name that combined the simplicity and authenticity of street food with the cosmopolitan atmosphere of cities like New York, London, and São Paulo, while highlighting the shop’s signature offering: high-quality sandwiches and hot dogs.

We developed a complete brand identity for San Do It Sandwich Shop that captures the energy and charm of global street food culture, with a focus on minimalism and industrial aesthetics.

The brand name “San Do It” was created by blending the phonetic sound of the word “sandwich” with a call to action, encouraging customers to “do it”—to indulge in the experience of enjoying a great sandwich. This name is fun, memorable, and directly ties into the shop’s flagship product. The visual identity draws inspiration from the industrial and street architecture of major metropolitan cities like New York, London, and São Paulo, giving the brand an urban, minimalist, and cosmopolitan look that resonates with the fast-paced energy of city life. The design utilizes clean lines, muted colors, and raw materials like concrete and metal, establishing a sleek, modern atmosphere that matches the straightforward yet bold nature of the food served at San Do It.

The tone and messaging reflect Sandro’s travel experiences and his mission to bring authentic, international flavors to the heart of São Paulo. The tagline “Born from experiences to provide experiences” perfectly encapsulates the brand’s goal of delivering not just food but an immersive and memorable experience.