• Amoroso’s, a family-run bakery founded by Italian immigrants in the Philadelphia area in 1904, updated its brand identity after enlisting agency Oyster Sunday.
• The new visual identity balances the brand’s heritage while modernizing its presentation, optimizing its presentation on shelf and online.

I love sandwiches. Granted, that’s not a particularly hot take, but I do eat plenty of them. Sandwiches can be a utilitarian affair, but when the construction is carefully considered, the composition can truly shine stronger than any of the individual components.

In the game of sandwiches, the bread is often the silent background player who doesn’t get the spotlight, but to me, it can be the hero that makes or breaks a sammy. The bread needs the right density, texture, size, and taste to complement the rest of a sandwich’s ingredients, but it also needs to live in that sweet spot where it’s noticed but doesn’t steal the show.