New Logo and Identity for ’Wichcraft by Tag Collective

Established in 2003, ’Wichcraft is a small chain of fast casual sandwich shops in New York, NY, co-founded by TV food personality and chef Tom Colicchio and chef Sisha Ortuzar. With eight locations serving sandwiches using local, seasonal ingredients, ’Wichcraft has stood out and lasted this long because their ’wiches are really damn good. This July, they opened their ninth location in Tribeca and introduced a new identity. No design credit given and all images are cobbled together from their social media accounts, so the presentation is a little hodgepodge today. (Update: Identity designed by New York-based Tag Collective.) Logo detail. On chef uniforms. The old logo had a peculiar appeal with its thin serif and “ft” combination where the “f” was