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Process→Subway

The new Subway Visual Identity System was lead by creative agency Turner Duckworth (NYC) and Creative Director Andy Baron, who brought in Austria-based Photographer and Designer Marion Luttenberger to develop and execute the new visual trajectory of the Subway brand.

Marion teamed up with with Argentina-based Food Stylist and Creative Director Anna Keville Joyce to bring the project to life - a new whimsical flare, full of tasty, colorful, and eye-catching imagery.

The new campaign includes the Subway sandwich line as well as conceptual food art pieces highlighting Subway ingredients to be used in the system worldwide.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

"luck favors the bold" / Anna Keville Joyce

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Concept sketches based on diverse Subway themes and ingredients.

Through teamwork, trail and error, and a genuine sense of curiosity, the crew enjoyed many creative studio days together.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Studio with a view.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Strategic crowd.

Sometimes you got to turn the ingredients upside down, stack or cut them in an unusual way to discover what else it could be.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Precisely eight pairs of hands needed to bring one pepper come alive.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Karaoke.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Transforming sketched theory into practice with as few props as possible.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

The Onion Whisperer.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

The companion.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

NYC winter backdrop

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Starting with over 80 ideas - we reduced to our top 30.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

A multi tool pocket knife as a metaphor for the individual options of the Subway menu.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Staying focused while juggling lots of options.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

"I don't call myself a patient person - except when it comes to working with food" (Anna K. J.)

We hope you enjoy this new take on food and flavors, and the joy of experimentation and discovery. Eat fresh.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

The dancing pepper featured on screens and print around the globe.

Photography for Subway by Marion Luttenberger (MediumLarge Studio)

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Photography for Subway by Marion Luttenberger (MediumLarge Studio)

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