Potbelly Sandwich Shop Rebrand:
Identity Proposition
Main Identity
Secondary Identity
Identity System - Variable Back
Brand Positioning:
Users
Users are people looking for affordable and high quality meals.
Positioning
Potbelly is a fast casual restaurant. It competes against places like Jimmy John’s and Chipotle.
Value Proposition
Users value Potbelly because it offers a fast and delicious meal in a homey environment.
Brand Story
Potbelly is a fast casual sandwich restaurant that offers not only high quality food, but also an enjoyable in-restaurant dining experience if one chooses to use it.
Brand Characteristics
Authentic, Quality, Homey, Delicious, Positive.
