03Fast casual

RUBY'S

Crispy first. Saucy always.

Fried chicken and sauce bar with a rotating cast of signature sauces.

Identity 3

The identity is where RUBY'S settles its argument: mark, type and colour agreeing on one voice. Every page after this one inherits these decisions.

RUBY'S, identity, glossy wordmark on red with the line Crispy first, saucy alwaysRUBY'S, identity, brand sheet with colour chips, drop mark and sauce cupRUBY'S, identity, neon shopfront at night with a queue

The idea

RUBY'S is run by its sauces, and the brand admits it. Each sauce gets a name, a colour and a personality, and the identity is the stage they rotate across: a bold red core with a supporting cast that changes monthly.

Photography 6

Photography does the persuading. One light logic and one distance, so a frame reads as RUBY'S before you even find the logo.

RUBY'S, photography, fried chicken sandwich with sauce on a trayRUBY'S, photography, fried chicken tender dipped in sauce, close upRUBY'S, photography, red tiled counter with yellow stoolsRUBY'S, photography, three sauce cups dripping on a shelfRUBY'S, photography, hands holding a sandwich in printed paperRUBY'S, photography, tender flight tray with sauce cups

The system

The mark stays constant while the palette swings, which keeps the shop recognisable and the menu exciting. Drip shapes carry through packaging, signage and social, drawn by hand so they never repeat exactly.

Website 4

The website was designed and built in the same house as the brand. Same typography, same pacing, and the one action that matters sits exactly where thumbs expect it.

RUBY'S, website, homepage with the headline Crispy first, saucy alwaysRUBY'S, website, menu page with dish list and photosRUBY'S, website, pick your sauce page with sauce cupsRUBY'S, website, find us page with shopfront and map

Menus 5

Menus are the most read print a place owns. For RUBY'S they are typeset to be handled: clear courses, prices without drama, easy to reprint when the season turns.

RUBY'S, menus, printed menu board on woodRUBY'S, menus, black menu board above the counter reading Order hereRUBY'S, menus, late night menu sign in the shopRUBY'S, menus, mobile order screen with dish tilesRUBY'S, menus, sauce of the month tag for maple chilli

Out in the world

Then it hit the street: storefront, wrappers, a website you can order from in the time it takes to queue, and a campaign with the same appetite as the food.

Packaging 5

Packaging is the brand you take with you. Built to be picked up, opened and remembered on a shelf it does not control.

RUBY'S, packaging, red bucket of fried chickenRUBY'S, packaging, four sauce cups with lids on yellowRUBY'S, packaging, yellow fries box loaded with chicken and sauceRUBY'S, packaging, red drink cup and wrapped sandwich on a trayRUBY'S, packaging, black t-shirt and bucket hat with drop mark

Social 6

Social is the daily voice. Templates with room to move, so the feed stays recognisable without ever repeating itself.

RUBY'S, social, post reading Crispy first, saucy always with a sandwichRUBY'S, social, type post reading Pick your sauce inside a dropRUBY'S, social, late night approved post with sandwich and friesRUBY'S, social, post reading Hear the crunch with a dipped tenderRUBY'S, social, new sauce post for maple chilliRUBY'S, social, story frame reading Tonight's move with a sandwich

Campaign 5

The campaign is the loud day: one idea pushed to poster scale, consistent from a phone screen to the side of a street.

RUBY'S, campaign, poster reading Crispy first, saucy always with a sandwichRUBY'S, campaign, billboard reading Saucy always over a city road at nightRUBY'S, campaign, bus stop poster reading Worth the detourRUBY'S, campaign, poster reading Group order? Sorted with a bucketRUBY'S, campaign, giant red drop installation in a night street

More work

ALBAHotels The RowanHotels MARAGoods

All the work