In talking with the owners of Avenue Subs, a new local sandwich shop, I learned that it would be built on a down-to-earth, no-nonsense attitude; offering good, simple food prepared in large portions. Combine this with its historic downtown location and you’ve got a restaurant with a lot of character. It was important that the brand conveyed this no-frills personality. The logo and slogan “Roll Up Your Sleeves and Eat!” were developed to let people know that this isn’t some fancy schmancy gourmet sandwich boutique, but a place to go when you crave good food and lots of it.