Deano’s came to us with a clear but playful ambition: to build a brand rooted in three simple pleasures - Bagels. Doughnuts. Coffee. What we created was a nostalgic yet fresh identity that effectively brought forth the creative consideration of inner London to the outer suburbs.
It isn’t uncommon to see a multitude of type families interplaying on vintage sign writing or retro brands and our aim was to emulate this but with choices that were variable, interchangeable and slightly more modern to give the brand a digital edge, provide the option of typographic animation for digital purposes and demonstrate a depth of consideration that competition within the space were overlooking.
Our Approach
Featured In
Graphic Department
The Brand Identity
The Brand Identity
Central to the identity were the cultural themes underpinning the brand and tone of voice development. We built a voice that felt local, loud, and a little lippy. Our aim was to sound like Deano’s were speaking directly to the customer - short, sharp lines loaded with wit but grounded in confidence and craft. Phrases like “don’t fear the schmear” and “in my hole foods era" encapsulate that tone and connect with the right audience.
Further, we created a flexible tone-of-voice guide that allowed the team to dial the cheekiness up or down depending on medium - bolder and more irreverent on social, more informative on menus or in-store signage.
Further, the “Wes Anderson-style bagel isolations” gave each product its own spotlight and aligned the brand with a deeper cultural connection. The past 12 months have seen digital advertising platforms flooded with Wes style videography and we wanted to involve that viral edge as a way to connect with younger generations and create a strong avenue for content creation. Inspired by Anderson’s signature cinematic style - symmetrical compositions, rich colour grading, and deadpan charm - we depicted each bagel or doughnut against block-colours, headline style snippets of copy and shot such with purposeful stillness.
This approach elevates the food, making it feel iconic and curated, retaining a cool edge that aligns with the brands no-fuss tone and hones in on the product.
Further, we created a flexible tone-of-voice guide that allowed the team to dial the cheekiness up or down depending on medium - bolder and more irreverent on social, more informative on menus or in-store signage.
Further, the “Wes Anderson-style bagel isolations” gave each product its own spotlight and aligned the brand with a deeper cultural connection. The past 12 months have seen digital advertising platforms flooded with Wes style videography and we wanted to involve that viral edge as a way to connect with younger generations and create a strong avenue for content creation. Inspired by Anderson’s signature cinematic style - symmetrical compositions, rich colour grading, and deadpan charm - we depicted each bagel or doughnut against block-colours, headline style snippets of copy and shot such with purposeful stillness.
This approach elevates the food, making it feel iconic and curated, retaining a cool edge that aligns with the brands no-fuss tone and hones in on the product.
Our Approach
Central to the identity were the cultural themes underpinning the brand and tone of voice development. We built a voice that felt local, loud, and a little lippy. Our aim was to sound like Deano’s were speaking directly to the customer - short, sharp lines loaded with wit but grounded in confidence and craft. Phrases like “don’t fear the schmear” and “in my hole foods era" encapsulate that tone and connect with the right audience.
Further, we created a flexible tone-of-voice guide that allowed the team to dial the cheekiness up or down depending on medium - bolder and more irreverent on social, more informative on menus or in-store signage.
Further, the “Wes Anderson-style bagel isolations” gave each product its own spotlight and aligned the brand with a deeper cultural connection. The past 12 months have seen digital advertising platforms flooded with Wes style videography and we wanted to involve that viral edge as a way to connect with younger generations and create a strong avenue for content creation. Inspired by Anderson’s signature cinematic style - symmetrical compositions, rich colour grading, and deadpan charm - we depicted each bagel or doughnut against block-colours, headline style snippets of copy and shot such with purposeful stillness.
This approach elevates the food, making it feel iconic and curated, retaining a cool edge that aligns with the brands no-fuss tone and hones in on the product.
Further, we created a flexible tone-of-voice guide that allowed the team to dial the cheekiness up or down depending on medium - bolder and more irreverent on social, more informative on menus or in-store signage.
Further, the “Wes Anderson-style bagel isolations” gave each product its own spotlight and aligned the brand with a deeper cultural connection. The past 12 months have seen digital advertising platforms flooded with Wes style videography and we wanted to involve that viral edge as a way to connect with younger generations and create a strong avenue for content creation. Inspired by Anderson’s signature cinematic style - symmetrical compositions, rich colour grading, and deadpan charm - we depicted each bagel or doughnut against block-colours, headline style snippets of copy and shot such with purposeful stillness.
This approach elevates the food, making it feel iconic and curated, retaining a cool edge that aligns with the brands no-fuss tone and hones in on the product.
Featured In
Graphic Department
The Brand Identity
The Brand Identity
In Summary
Deano’s are proudly launching in the suburb of Manchester, England late 2025 and have already made waves within the local dining scene launching their brand digitally. Whether you’re grabbing a quick bite, catching up with mates, or in need of a little pick-me-up, Deano’s is your spot. Laid-back, welcoming, and just the right amount of indulgent.
