LEE'S SANDWICHES

Asian communities no longer consider Lee's Sandwiches an authentic Vietnamese sandwich, even though nothing about it has changed since 1985. A revived brand identity will show off Lee's roots and culture to regain the trust of consumers.

The newsprint wrapper gives homage to the original sandwiches being wrapped in newspaper on the streets of Vietnam. It's lined with wax paper on the inside for FDA-approved use.

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