Between Two Slices Sandwich Shop

Say hello to Between Two Slices, a local New Jersey popup serving up a fresh take on the classic sandwich. Contemporary, nostalgic, and made for sandwich people (AKA all people) The goal? Build a brand that feels like your favorite neighborhood spot, warm, approachable, and full of personality. Something casual, but done with care.
Brand Identity
Collateral
Merch

Client

Between Two Slices

Date

June 2025

Industry

Restaurant

Location

New Jersey, US

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In 4 weeks

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Two clear ribbed glasses of sparkling water with lemon slices on blue coasters labeled 'Club Seltzer' on a light stone surface.
Person wearing an olive green jacket carrying a white tote bag with bold red text reading 'espresso affo syrup'.
Dark wine bottle with an orange label reading 'L'ASIE SANS CHICHI' resting inside a cardboard box filled with other sealed bottles.
Glass window decal with purple text reading 'Adesso! Bakeshop BK NYC'.
Coastal beach with rows of blue and white umbrellas, people swimming, and historic stone arches and buildings in the background.
Close-up of a person’s hands holding a can of Tomiris kvass drink and placing it into a beige net shopping bag outdoors.
Ulysses Design Co logo with large text offering a free sample pack of hand-drawn typefaces, templates, and illustrations.
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© 2025 Ulysses Design Co. All rights reserved.
Ulysses Design Co. acknowledges the Dharawal people as the Traditional Custodians of the land on which we live and work here in the Illawarra. We pay our respects to Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples. We honour their enduring connection to Country, culture, and community.

Our Process

Paul walks through the project goals, challenges, solution and results for this brand.

Process

We created a hand drawn and custom brand identity full of heart and soul that represented this artisanal sandwich producer authentically and effectively.

The challenge

We looked at classic delis, street food culture, and neighborhood staples, places that feel familiar and loved. The challenge was creating something new that still hits with that comfort and charm everyone knows.


Solution

We crafted a playful, unfussy identity with bold type, bright colors, and little nods to deli culture. It’s designed to be fun, memorable, and a little bit cheeky, just like the sandwiches.

Results

The result was a brand that feels like home between two slices of bread.
Pull up, grab a bite, and stay a while.

Recognition

Raised the brand profile and awareness

Growth

Regular sell out events and more food market bookings

Trust

Known for innovative and artisanal sandwiches

Expansion