“What sets TRiC apart is their ability to understand the people behind the brand. Working with Tristan and Rick is an organic experience; it’s collaborative and without any presence of ego. The brand is great to look at, but it’s so much more than that. It represents what we stand for at Hector’s Deli. The genius is in their simple and authentic approach.”
— Dom Wilton, Hector’s Deli
Services
- Art Direction
- Brand Identity
- Brand System
- Creative Direction
- Graphic Design
- Illustration
- Logo
- Packaging
- Photography
- Signage & Wayfinding
- Storytelling
Credits
Interiors: Hecker Guthrie
Packaging: Contain Design Studio
Photography (Sandwiches): Jana Langhorst and Cheyenne Toomey
Photography (Environmental): Josh Robenstone and Annika Kafcaloudis
Photography (Packaging): Michael Gardenia
Signage: Anchor Signs
Typography: Gill Sans Ultra Bold Condensed (Eric Gill)
BRIEF
Create an iconic brand identity for Hector’s Deli. With a background in fine dining, founder Dom Wilton was looking to establish an approachable offering that would facilitate connection with a broad community over simple and relatable food.
RESPONSE
Founder Dom Wilton’s vision was to serve sandwiches so big they would burst out of your hand. This inspired the creation of a distinctive icon, which we initially drew on an etch-a-sketch. Complemented by a bold serif wordmark, vibrant red colour, and a contrasting secondary typography, a distinctive brand was born.
The identity’s enduring appeal is fortified by art direction and consistency in application. Collaborating with talented photographers, TRiC have produced enticing graphic images of the sandwiches, paired with commanding copy for campaigns and social media, now instantly recognisable and synonymous with the Hector’s Deli brand DNA.
OUTCOME
The simple, iconic nature of the brand has helped propel the rapid expansion of Hector’s Deli, demonstrating the powerful pairing of great product and well-executed visual communication. Following the opening of a second, third and fourth deli location in 2021, 2022 and 2024 respectively, the brand continued its growth with the launch of a dedicated bakery, a new Melbourne CBD location at Normanby Chambers, and a CBD kiosk in 2025, followed by a Carlton location in 2026.
Throughout this growth, TRiC has continued to oversee and design across campaigns, packaging, signage, interiors, collaborations, creative strategy and new offerings, ensuring consistency while allowing the brand to evolve. As Hector’s footprint continues to expand, the identity has grown beyond its original application into a flexible and recognisable system of proprietary brand assets, maintaining coherence, character and cultural relevance across every new location, with further openings planned in the years ahead.