(Photo: Patrick Hogan)

(Photo: Patrick Hogan)

The name may be simple, but the menu at The Sandwich Shop aims to be more creative than its moniker.

The new Williamsburg, um, sandwich shop at 658 Grand Street aims to offer fancy takes on the traditional formula of bread plus meat plus cheese. Co-owner Ricardo Picon used the word “artisanal” in describing the menu, but these days that’s practically required by law for a Williamsburg establishment.

Picon and his wife, Venezuelan chef and cookbook author Clarisa Penzini, plan to offer sandwiches featuring kimchi, pernil (Cuban roasted leg of pork), alongside new takes on traditional offerings like reuben, pastrami and PB&J. They’ll serve coffee roasted by Gimme! Coffee as well as espresso and fresh juices.

Despite the gourmet aspirations of the menu, Picon — an audio-visual engineer, artist and 20-year Williamsburg resident — said they want the establishment to have a relaxed, playful atmosphere, which was the inspiration behind the building’s striped awning and facade.

The Sandwich Shop plans to open for business either October 31 or November 1, and plans to stay open from 10 a.m. to 8 p.m. Tuesday through Sunday.

The Sandwich Shop, 658 Grand St., nr. Lorimer Ave., Williamsburg