Playful Brand Identity for Our Boy Roy Paying Homage to Aussie Deli Culture by The Color Club

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.

The Colour Club ideated on a community-driven space, paying homage to Aussie deli culture whilst creating an inclusive, playful and unpretentious brand identity.

The name Our Boy Roy became symbolic of this cheerful, dependable energy, personified by the larger-than-life character of Roy. 

Inspired by the simplicity of old-school newspaper illustrations, Roy wears many hats, honouring the deli’s diverse offering, whilst expressing its social side and warm openness.

His interchangeable pants and hairstyles are repeated in the visual language on a range of merchandise and collateral, including menus, coffee cups, sandwich wrap and salami packaging.

The Colour Club paired Roy’s likeable character with bold signage, mix-and-match textures, a bright colour palette and an inviting streetside mural.

The Colour Club is a full service creative studio based in Sydney, Australia. Working across a variety of disciplines they help brands gain genuine desirability and distinction through concept led design.