Palm Beach Meets Pacific Northwest

Picnic-Ready Brand For Layers Seattle Sandwich Shop

When the team behind the popular Seattle-based sandwich truck Layers decided to open a brick-and mortar, they tapped branding studio People People to develop a visual identity comprising branding, illustration, and signage. From custom wallpaper to menus and merch, the creative team designed a picnic ready brand aimed at Seattle foodies.



The restaurant owners requested that the identity reflect their new location across from Seattle’s Green Lake Park and the updated menu featuring Layers’ famous sandwiches and dishes. People People leaned into the nostalgia and carefree feeling of summer camp, designing a suite of whimsical illustrations inspired by lakeside activities: canoes, badminton rackets, picnic baskets, and a diving woman devouring a sub. A color palette of blue tones, pale pinks, and a deep green signals “Palm Springs meets the Pacific Northwest.”



People People also created a pair of logos to be used interchangeably depending on the application. The sans-serif logo features a minimal and classic Highway Gothic typeface, while the script logo uses Holiday Park, selected for its vintage poolside feel. In addition to the visual brand, the design firm created the restaurant’s exterior lightbox sign, custom wallpaper, menus, t-shirts, and more. With an artful blend of cheeky and sophisticated, the brand is helping establish Layers as more than just a food truck.