Lennys South Philly Cheesesteak Soft Launch
Problem
For the soft launch of a new Lennys Grill & Subs product, the challenge was to develop a digital campaign that introduced the sub in a way that felt fresh, engaging, and rooted in the brand’s identity. Inspiration came from our sister brand, Charleys Cheesesteaks, and their “Old School Philly” sub. However, Lennys needed a unique creative direction that would both capture the authenticity of a classic South Philly cheesesteak and connect with our neighborhood-focused audience.
Applications
Adobe Illustrator
Canva
Punchh
Photography
Solution
During my design process, I researched the history of the South Philly cheesesteak and explored vintage restaurant design trends, developing several mood boards to refine the visual tone. I landed on a retro diner concept that combined nostalgia with Lennys’ welcoming brand personality. The final creative incorporated an emblem-style logo, a warm color palette inspired by the sub itself, checkerboard patterns, bold stroke details, roughened textures, and Lennys’ signature “Hatch Script” font. This cohesive approach gave the campaign a timeless, neighborhood-diner feel while staying true to Lennys’ established brand identity.
Furthermore, for our $5 5” monthly promotion, the South Philly Cheesesteak was our top selling product for the entire month of July.
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Solution
To tackle this, I researched the history of the South Philly cheesesteak and explored vintage restaurant design trends, developing a mood board to refine the visual tone. I landed on a retro diner concept. The final creative incorporated an emblem-style logo, a warm color palette inspired by the sub itself, checkerboard patterns, bold stroke details, roughened textures, and Lennys’ signature “Hatch Script” font. This cohesive approach gave the campaign a timeless, neighborhood-diner feel while staying true to Lennys’ established brand identity.
Color Palette
Light Yellow
Hex Code: fdca57
RGBG: 253, 202, 87
Black
Hex Code: 00000
RGBG: 0,0,0
Title Emblem Versions
First Draft
Yellow
Hex Code: fdba25
RGB: 253, 186, 37
In refining this design, I experimented with different emblem placements, call-to-action shapes, and framing options around the sub. However, I realized that surrounding the food with additional shapes distracted from its visual impact and caused it to blend into the layout. To resolve this, I selected a new angled photo of the sub, adjusted its brightness and shadowing in Photoshop, and removed unnecessary shapes. The result was a more balanced composition that ensured the sub remained the clear focal point of the design.
Light Brown
Hex Code: a26038
RGB: 162, 96, 56
Brown
Hex Code: 7e3916
RGB: 126, 57, 27
