Sub Culture
Brand Identity
Academic
2026Sub Culture is a sandwich shop and DIY skate spot rooted in the heart of Philadelphia. Created for skaters and sandwich lovers who want more than a quick meal, the brand combines craveable food with a space where the local skateboarding community can gather, create, and connect. Inspired by Philadelphia’s iconic LOVE Park, Sub Culture reflects the energy of a place where different people, styles, and ideas once came together through skateboarding. The identity celebrates the welcoming and creative side of skate culture while maintaining the bold personality of an independent neighborhood deli.
Within the design system, you will find expressive typography inspired by the raw graphics of skate magazines, stickers, deck designs, and DIY spot signage. This is contrasted by a more structured typographic system that keeps menus, packaging, and environmental graphics clear and functional. Recognizable skateboarding logos have been recreated to feature the Sub Culture name, allowing familiar symbols from skate culture to take on a new meaning within the brand. These alternate marks are used as smaller logos, repeating patterns, and graphic textures throughout the system. Rather than presenting skate culture as aggressive or exclusive, the identity emphasizes community, individuality, and shared experience. The result is a brand that feels energetic and unpolished in spirit while still remaining cohesive, approachable, and carefully designed.