Roastie Toastie
Sandwich Shop, Aberdeen
Client: PB Devco
Project(s)
Logo Design
Branding
Print Design
Website Design
Signage
Social Media Asset Design
Creative Direction
Industry
Catering
Food & Drink
Hospitality
Say hello to the cheeky chappie of the sandwich world — Roastie Toastie, a fun and youthful brand for toastie lovers
The team at PB Devco had an idea for a new sandwich concept — not just toasted, but wood fired in a blazing hot oven. Extra-large and fully-loaded, these toasties are outrageously tasty, bold, and Instagram-ready.
The brief had a few key elements. Firstly, it needed to be something that would work in the online delivery market (e.g. Deliveroo), as the outfit was within the JK Fine Foods premises in Aberdeen, with little seating available. Secondly, it needed to target a wide audience — but appeal particularly to a slightly younger audience. And thirdly, the brand had to be fun, eye-catching, and vibrant — just like the food offering.
The marketing approach was to adopt a humorous, jovial tone of voice. The brand needed to feel accessible, approachable.
The logo design and branding I developed encapsulates all of these elements, with an engaging logo designed to be deconstructed into a wordmark, or wordmark with a playful mascot character. The colour palette offers a bright and lively selection of colours, inspired by their wood fired USP. The brand typography is full of character and flair, communicating a friendly and warm tone. I have also delivered all of Roastie Toastie’s design requirements since its conception - from vinyl signage and menus to posters and website.
Full Logo
Wordmark (left), brand mascot character (right)
Teaser social media graphics
Vinyl logo applications on serving area wall and tabletops of seating area
Social media graphics
Greaseproof paper design
Packaging mockup
Website design
Working in partnership for over a decade
Over many years of working with PB Devco, I’ve completed a wide variety of design projects for the company, as well as supported in marketing endeavours, provided creative direction and pitched ideas. From vinyl signage and van graphics to websites, menu designs, event/campaign identities, pop-up brands, packaging - you name it, I’ve probably delivered it. Hospitality is a fast-paced industry with frequently evolving requirements, so it is normal for there to be occasions where work needs to be delivered within tight timescales too.
As a family owned business, the PB Devco company directors are passionate and motivated about bringing a range of premium dining and entertainment experiences to Aberdeen city and shire.
Unlike large chain venues, which have one brand with the same experience in each premises, PB Devco operate venues that are all different in offering and style; their venue branding and collateral play a key role in contributing to the customer’s unique venue experience.
As well as this direct working relationship with PB Devco, I also communicate and align with their other contractors where required - for example, sharing moodboards and branding ideas with architects/interior designers to ensure the brand is consistent with the venue’s interiors atmosphere. I also work with local videography studio Attic87 in providing social media graphics to assist with social content, and other third party suppliers or contractors where required.