Description:

Irreverent Spirit. Playful Flavours. Mischievous charm.

They all mingle brilliantly at Double Bay’s newest dining destination, Roxy’s. Inspired by Roxy, the spirited daughter of well-known local restaurant identity Damien Monley, Roxy’s brings light-hearted, cheeky energy to the Eastern Suburbs dining scene. Roxy, herself, is known for breaking the rules and marching to her own beat. Roxy’s, the venue, needed to similarly bend the mould of how people eat and drink in Sydney.

The space itself is small. But the energy is large. Reflecting the vision, passion and personality of charismatic owner, Damien Monley, the brief was to create an unforgettable brand for Roxy’s that celebrated this small character with a large spirit. Inspired by vibrant produce and quality cuisine without pretension, it needed to be a celebration of hand-grown, hand-made food origins. All shared through whimsical story-telling and a playful tone that infuses every aspect and touchpoint of the Roxy’s experience.

Just like Roxy herself, the Roxy’s brand is brimming with cheeky personality, infectious fun and smile-in-the-mind moments at every turn. The language is punchy and energetic, with a playful sprinkling of onomatopoeia. Reminiscent of rough pencil sketches, the illustration style is loose and raw. Yet the subject matter is always active with characters jumping, tossing and smashing larger-than-life produce – a kinetic visual treatment that captures the boundless energy of the venue, adults having fun. Keeping the illustration style simple also provided a direct connection to the Roxy’s philosophy of showcasing authentic hand-made produce. The colour palette was intentionally stripped back, centring around a solitary brand hue – ‘Tomato’ – allowing Damien Monley’s vibrant food to shine through as the real hero of the Roxy’s experience.

From branded glassware to playful signage, the design team took every opportunity to emphasise the hundreds of little touches at Roxy’s that, collectively, contribute to a larger-than-life brand experience overflowing with personality, energy and surprises.