A Footscray Classic
in the Making
Client
Say Cheese
About
Say Cheese is a small sandwich shop tucked inside an old arcade in Footscray. Founded by two friends from different backgrounds, it brings warmth, nostalgia, and creativity to every sandwich. Once a picture framer’s workshop, the space now blends history, flavour, and design into a welcoming corner of community and comfort
BRAND IDENTITY / MERCHANDISING / SIGNAGE
Tucked away in an old Footscray arcade, Say Cheese was dreamed up by two friends from different worlds who turned a former picture framer’s shop into a small, spirited sandwich spot. Their menu celebrates nostalgia and travel, blending flavours from home and abroad.
Say Cheese has become a landmark of warmth and flavour, spreading its charm beyond the arcade through catering, festivals, and mobile signage that carries a little taste of Footscray wherever it goes.
My role was to create a brand that stitched the old and the new together. The identity draws from the shop’s history, reimagining details from the original framer’s signage to form the Say Cheese logo and icon. This became the thread that ties the brand together, a nod to what came before, reworked with warmth and honour to fit the Footscray of today.
The result is a brand that feels lived in and local, blending story, history, and appetite into one. It celebrates connection, craft, and the simple joy of a really good sandwich.
