The goal of the Turbo Subs logo was to create a visual identity that reflects the brand’s dedication to quality and flavor. One challenge was balancing the idea of “speed” suggested by the name with the brand’s actual philosophy of taking time to craft each sub. Another challenge was making the logo feel bold and memorable without feeling rushed or generic. To solve this, I chose to make the logo mark a snail—an intentionally ironic symbol that communicates the brand’s commitment to taking time while keeping the design playful and recognizable. The slogan, “We’re slow on purpose,” is intentionally playful and literal. It communicates that the team takes the necessary time to prepare the best possible subs, emphasizing quality over quickness. This approach ensures that the brand’s personality comes across as thoughtful, trustworthy, and committed to delivering a superior experience.