From the Nominator

"In January 2022, Columbia Dining introduced a new offering in its portfolio: Chef Mike’s Sub Shop. The shop was launched as part of a growth initiative to meet students’ on-campus dining needs. Situated on the north section of Columbia’s campus, the location was formerly home to Uris Deli, a retail unit. The spot was in need of a revival in business and was ideal to serve students coming and going to the athletic center and nearby engineering building.    

Named for Columbia Dining’s executive chef, Michael DeMartino, the shop is an homage to Mike’s love of good old-fashioned sandwiches. Central to the launch is a recipe he perfected from his childhood, the "Grandma Special." The shop serves 10-inch super-stuffed sandwiches, offering a daily traditional, vegan, and special option, plus build-your-own. Sandwiches come with soup, chips, dessert, and a drink—the deal of a college student’s dreams.   

A design framework was developed to support the rollout of a new dining location. The look established the personality and unique proposition of Chef Mike’s Sub Shop in the dining portfolio. Firmly within the Columbia brand identity, the look had to be fun and playful to fit within Columbia Dining and to appeal to undergraduate students. It was to be used as the foundation for all on-site signage and point-of-sale, as well as marketing and promotional materials.   

The launch transformed a quiet deli into destination dining, quickly becoming a student go-to for lunch and creating a fun way to celebrate campus favorite Chef Mike."

From the Judges

What a fun—and delicious—topic; and the team clearly made the most of it. The graphic elements are fun and the colors used are well-positioned within the university brand. I really like the connection to a personal story and the efforts that went into making Chef Mike's an homage to a campus personality in such a meaningful way.