The Problem

Subway is the biggest restaurant chain the US - yet no one really thinks about the brand. They’re not loved or hated - they’re just not thought of. Yet, when it comes to Subway cookies, consumers feel differently. They love them. They tweet about them. They talk about them.

The Solution

Tap into consumers’ existing love for Subway cookies to remind them what they’ve been missing. Introducing Cookieway — the first Subway location dedicated entirely to cookies. Launched for National Cookie Day, the four-day pop-up turned Subway’s signature dessert into a standalone destination, featuring limited-edition flavors, collectible merch, and highly shareable cookie-themed environments. The result: fans lined up before doors opened for a brand that hadn’t been on their radar just days before.

The Smoke

My responsibility was Logo Design & Creative Support for Subway CookieWay — a playful brand identity created for Subway’s first-ever pop-up restaurant dedicated entirely to its iconic cookies.