- Year
- 2022
- Sector
- Hospitality
- Work
- Visual Identity, Signage & Wayfinding, Print
- With
- Mark Blackler, Nick Mitchell
- Role
- Creative Direction, Visual Identity, Signage & Wayfinding, Packaging, Print, Digital Design, Motion
The idea
Roy is a man of many hats. A recurring character whose personality changes through his hair, trousers, patterns and whatever he happens to be carrying. Inspired by the directness and charm of old newspaper advertising, Roy gave the identity someone to build a world around without ever fully revealing who he is.
The shift
Rather than treating Roy as a fixed mascot beside the logo, he became the identity’s organising device. Changing his appearance and what he carried allowed the same character to take on different roles while remaining recognisably Roy.
The system
Roy changes with the application. Hair, patterns, trousers and objects combine to create different versions of the same character, giving the identity a simple way to keep changing without losing recognition. That behaviour extends through illustration, signage, menus, packaging, print, social and motion, and into the venue through physical details and merchandise.
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