The Task

Never short of neighbourhood cheer, Our Boy Roy is a deli and café in Adelaide, serving generous sambos, batch brew, and tasty small goods in the burbs! Our objective was to create an experience that brings people together in a pleasant, easy-going way, fostering a sense of belonging and care for the community.

‍The Idea

Inspired by the simplicity of old-school newspaper illustrations, we embraced building a flexible, dynamic personality to symbolise the deli's diverse offerings while capturing the café's warm and cheerful energy.

‍The Outcome

Our solution materialised through a playful, larger-than-life character. Roy, a man of many hats, represents the deli's diverse offerings while embodying their warm openness. Key features of Roy include his interchangeable pants and hairstyles, with the patterns on his trousers becoming colourful assets throughout the visual language, adding a vibrant and joyful touch to the brand.