Ruby's is a street food pop-up built on the idea that food doesn't need to take itself seriously to taste brilliant. Think burgers wedged into bagels, a fried chicken sandwich with a bit of an attitude problem, and cocktails that don’t look out of place next to a paper tray of dirty fries.

The brief was simple on paper and a nightmare in practice: build a brand that feels like it's been knocking about your local food market for years, not one that's just turned up. Familiar enough to trust, weird enough to remember. A logo, a name, illustrations, marketing materials and a tone of voice that could hold its own scrawled on a sandwich board or on an Instagram caption.

The work included:

• Brand visual identity, logo design and naming support

• Menu design and marketing materials

• Tone of voice development

• Signage and pop-up collateral direction

Ruby's burger bagel became the anchor of the whole thing, three versions deep, cinnamon and raisin included, because if you're going to do a daft idea properly, you might as well commit.