Unifying a Global Cooperative for the Future of Subway®
Global Brand Refresh, Visual Identity System, Strategy, Branding, Design, Photography, WebsiteAjnci partnered with IPC to deliver a comprehensive global brand refresh that accurately reflects their monumental role in supporting Subway® franchisees worldwide. We developed a unified, robust visual identity system that balanced a cohesive corporate look with unique regional personalities. The result is a fresh, forward-looking brand experience ensuring all of IPC's global communications are as impactful as the high-quality ingredients they help source.
CHALLENGE
Operating as a massive force within a multi-billion dollar food service business, IPC struggled with aligning a global network of independent regional organizations under a single, cohesive banner. Without an aligned brand identity, regional teams found themselves wasting valuable time recreating materials from scratch instead of focusing on proactive planning and measurement. The client needed a unified visual identity to clearly communicate their core cause—making restaurant operations less expensive, more efficient, and simpler—while still feeling personal and true to their diverse regional heritages.
RESULTS
Through Ajnci’s strategic expertise, the comprehensive rebrand successfully established a unified visual identity that serves as a solid foundation for consistent communications worldwide. By adopting the new shared digital assets, templates, and robust style guides, IPC's global teams now spend significantly less time creating materials and more time proactively planning, delivering, and measuring success. This modernized, highly functional identity perfectly positions IPC to continue making operations less expensive and more efficient for a massive food service network.
Independent Purchasing Cooperative (IPC) is an independent purchasing and services cooperative created specifically to serve Subway® Franchisees across the United States, Canada, Puerto Rico, and the U.S. Virgin Islands. Created through the cooperative efforts of the franchisees themselves, IPC represents a strategic approach to managing services, supplies, equipment, logistics, and supplier relations within a multi-billion dollar food service business.
APPROACH
BRANDING
Ajnci spearheaded the brand strategy by aligning global teams under a unified mission called "Unaterra," anchoring the brand around core values like Franchisee Focus and Humble Professionalism. We reimagined the IPC logo to honor its heritage while signaling the "future of fresh," designing interlocking letters reminiscent of their original logo alongside a forward-pointing arrow to symbolize propelling Subway® forward. To ensure global unity alongside local identity, we developed a bold, confident color palette that assigned distinct, recognizable personalities to regions like Asia Pacific, Europe, and Middle East & Africa.
APPROACH
DESIGN
To solve the client's operational inefficiencies, our team created a comprehensive suite of branded templates and a robust 2017 Style Guide. This design system eliminated the need to recreate assets from scratch and guaranteed strict professionalism across all interactions with franchisees, vendors, and partners. We extended this cohesive design system across all physical and corporate touchpoints, providing strong visual context through environmental office graphics, dimensional signage, custom lanyards, stationery, and striking annual meeting posters.
APPROACH
WEBSITE
Ajnci translated the newly minted brand identity into the digital space by designing a fresh, modern user interface for IPC's web portals and applications. We ensured a seamless digital experience across desktop, tablet, and mobile devices. The updated digital touchpoints, including login screens, now feature the new logo, clean typography, and organic background imagery, providing an accessible and user-friendly experience for all franchisees logging into the system.
APPROACH
PHOTOGRAPHY
Recognizing the need to visually connect the culinary product with corporate operations, we curated a vibrant, high-quality photography system. The visual library contrasts crisp, macro imagery of raw, fresh ingredients—like vibrant tomatoes and green peppers—with professional lifestyle shots of collaborative teams and sweeping, dynamic cityscapes from around the globe. This dual approach powerfully grounds the brand's global reach in the tangible reality of the fresh food they help source.