Every week, we analyze a branding project to explore what’s defining the edge of contemporary design. This time, we’re heading to Berlin to spotlight Romeo’s Sandwiches, a deli & sandwich shop whose identity was crafted by Carla Palette and honored with the Graphic Design of the Year award at the DNA Paris Design Awards 2026, along with accolades for Graphic Design / Logo, Packaging, and Print Advertising.
Romeo’s is a perfect example of how something as seemingly simple as a sandwich can become the centerpiece of a bold, cohesive, and personality-driven visual universe—when backed by a clear brand strategy, thoughtful art direction, and a strong visual identity.
From our perspective at Codewebbarcelona—a Barcelona-based agency specializing in branding, brand identity, graphic design, and web development—this project is a textbook case of how great design can reshape the perception of a food business.
Romeo’s Sandwiches as a Brand Identity Case Study
Romeo’s is a Berlin-based deli & sandwich shop dedicated to celebrating the timeless appeal of the sandwich. Their concept revolves around quality ingredients, creative flavor combinations, and an honest, no-frills experience. The brand is built on a simple yet powerful idea: less is more—provided the concept is clear and the design supports it.
This project goes far beyond an attractive logo. It’s a comprehensive branding system encompassing strategy, visual identity, tone of voice, packaging, and art direction. The result is a brand that feels approachable, modern, and distinctly characterful—ready to stand out in a competitive food scene.
Though Romeo’s was born in Berlin, its approach is easily adaptable to cities like Barcelona, where independent restaurants, specialty cafés, fast casual concepts, and food brands all need to stand out—not just through their menus, but through how they communicate and present themselves to the world.
Concept and Context: From Sandwich as Product to Sandwich as Experience
Romeo’s starts with a clear premise: a sandwich isn’t just fast food—it’s a versatile format for experimentation, reimagining classics, and offering surprising combinations. Branding here serves a precise idea: turning the sandwich into a small ritual, an experience with its own identity.
The brand positions itself as honest and straightforward, steering clear of unnecessary embellishments. This philosophy is reflected in both the food offering and design choices: clear messaging, a defined aesthetic, and a consistent personality across every touchpoint.
On a narrative level, Romeo’s adds an intriguing layer by drawing inspiration from the story of Romeo and Juliet. It’s not a literal reference, but rather a series of playful nods, subtle cues, and a romantic–ironic tone that brings humanity, humor, and a touch of pop culture to the brand.
Brand Strategy and Tone of Voice: Wit, Warmth, and Pop Culture
One of the project’s strongest assets is its brand strategy. Romeo’s avoids generic claims about “tasty, fresh food” and instead builds a unique personality: witty, playful, a bit theatrical, and deeply aware of its cultural context.
The tone of voice is central. The brand speaks naturally, drops clever references to Romeo and Juliet, and plays with the language of romance—bringing it down to earth: a love for food, for well-made sandwiches, for life’s little pleasures. This verbal identity ensures every message, tagline, or piece of copy reinforces the brand’s positioning.
In a city like Barcelona, where brands compete for attention on social media and digital platforms, this approach is especially relevant. Strong branding isn’t just about a logo—it’s about how you speak, how you present yourself, and how you build emotional connections with your community.
Visual Identity: Typography, Color, and a Nod to Classic Advertising
Romeo’s visual identity, designed by Carla Palette, centers on a logo built from the BUENO typeface—customized and refined into a distinctive logomark. The result is retro-inspired, evoking classic advertising, but with a clean, contemporary finish that works seamlessly across modern platforms.
The typographic system pairs BUENO with a classic serif, creating contrast, hierarchy, and a sophisticated editorial feel. This combination allows the brand to move fluidly between packaging, signage, menus, print materials, and digital design.
When it comes to color, Romeo’s draws openly from the fast food world: red, yellow, and off-white form the core palette. But rather than mimicking giants like McDonald’s or Burger King, the brand reinterprets these hues with more sophisticated tones and carefully considered applications. The result is an identity that feels familiar, yet clearly unique and unmistakably its own.
Packaging and Art Direction: Every Touchpoint as a Brand Extension
Packaging takes center stage at Romeo’s. Boxes, wrappers, labels, and bags are conceived as mini communication pieces—not just containers. Clear typographic hierarchy, concise messaging, playful humor, and smart use of color turn every item into a reinforcement of the overall brand identity.
Art direction puts the sandwich front and center. Photography is clean, direct, and product-focused, steering clear of visual clutter. The result is a product that looks carefully crafted, fresh, and appetizing—without overwhelming the senses.
This approach has a key advantage: user-generated content, especially on social media, becomes a natural extension of the brand. Every box, every photo, every detail is designed to thrive in the digital world—an essential for any food concept in cities like Berlin or Barcelona.
Takeaways for Food and Neighborhood Brands in Barcelona
While Romeo’s is based in Berlin, its lessons are highly relevant for businesses in Barcelona: bars, cafés, bakeries, neighborhood restaurants, fast casual concepts, or even gourmet product brands.
Key takeaways include:
- The importance of starting with a clear, focused concept.
- The value of a distinctive visual identity that avoids generic design.
- Leveraging tone of voice as a strategic tool, not just decoration.
- Using packaging as a narrative and differentiating space.
- Maintaining coherent art direction that connects product, venue, and digital presence.
For us at Codewebbarcelona, projects like this perfectly illustrate how branding can elevate a simple food concept into a brand with staying power—ready to grow and build a community.
Conclusion: Romeo’s Sandwiches as a Benchmark for Contemporary Branding
The story of Romeo’s Sandwiches, created by Carla Palette and awarded Graphic Design of the Year at the DNA Paris Design Awards 2026, is much more than a style exercise. It’s a demonstration of how a solid strategy, a well-crafted visual identity, a consistent tone of voice, and smart packaging can turn a sandwich into a complete brand experience.
For studios like Codewebbarcelona, specializing in branding, graphic design, and digital projects in Barcelona, Romeo’s is a source of inspiration: proof that when design and communication work together with purpose, even the everyday can become unforgettable.
Romeo’s doesn’t just serve sandwiches. It serves up a recognizable, consistent, and characterful identity—turning every bite into a little brand story.