Savoury Xpress

Packaging design

Brand identity

QSR branding

Franchise Design System

Savoury Xpress is the QSR sub-brand of an established restaurant group. TWD Studios built a complete brand identity and packaging system in two months, designed for mass rollout across a franchise format without losing consistency across suppliers, formats, or markets.

The Challenge

A QSR brand is tested at the point of contact. Cup, bag, menu board, crew uniform. A packaging design system that cannot survive different suppliers, printing processes, and substrates is not a system. It is a mood board. Savoury Xpress needed a distinct sub-brand identity that carried the parent group's equity into a faster, more accessible format, production-ready from day one.

What We Did

Brand strategy and positioning before any creative work. Three brand pillars:

Fast and Confident, Quality You Can Taste, Built for Scale. Every design decision was held against the real-world standard, legibility at menu board scale, appetite appeal, print viability across substrates. The brand identity is designed to work in a London conference brochure and on a cup stamp equally well.
The full customer-facing packaging suite was designed as a cohesive system. Shared graphic elements, consistent colour application, and unified logo lockups mean the suite reads as one brand regardless of which item a customer picks up. All files supplied with dielines, bleed specifications, and substrate-specific colour profiles.

The Challenge

What We Did

Brand strategy and positioning before any creative work. Three brand pillars: Fast and Confident, Quality You Can Taste, Built for Scale. Every design decision was held against the real-world standard, legibility at menu board scale, appetite appeal, print viability across substrates. The brand identity is designed to work in a London conference brochure and on a cup stamp equally well.
The full customer-facing packaging suite was designed as a cohesive system. Shared graphic elements, consistent colour application, and unified logo lockups mean the suite reads as one brand regardless of which item a customer picks up. All files supplied with dielines, bleed specifications, and substrate-specific colour profiles.

Packaging System

Beverage cups across all sizes, meal boxes, takeaway bags, burger wrappers, fry sleeves and boxes, cup sleeves, napkins and tissue, tray liners. Every item designed as part of the same system. Every file production-ready. Suppliers receive files they can take straight to press. This is packaging design at franchise scale.

Signage and Environmental Graphics

Brand extended across all in-store touchpoints. Fascia signage, menu boards, crew uniforms, and environmental graphics. All specifications prepared for direct production use. The system is designed to hold up as the franchise grows without requiring a redesign.

Outcome

Sub-brand identity established in two months. Distinct brand identity that connects to the Savoury Group without being derivative. Packaging design suite functions as a unified brand system across all customer touchpoints. Production-ready files eliminate reinterpretation by suppliers and franchisees. A design system built for franchise-scale consistency from day one.