Services
- Brand Identity
- Brand System
- Creative Direction
- Custom Typeface
- Graphic Design
- Logo
- Signage & Wayfinding
Credits
Interiors: Studio Gram
Photography: Ben Moynihan
Signage: Anchor Signs
The original 2017 sketches for Hector’s Deli included a neon sign that was never presented. In 2025, during the development of the brand’s second Melbourne CBD location at Normanby Chambers, the opportunity resurfaced. Positioned beneath a newly reworked awning in Hector’s signature red, the sign found its natural home.
Returning to the original brand files, we uncovered a sketch ghosted from a well-known typeface and chose to leave it untouched. The script sat comfortably within the new facade and interior designed by Studio Gram, creating a connection between the brand’s origins and its continued evolution.
Expertly fabricated by Anchor Signs Australia, the neon provides a warm invitation to the store while introducing a new and enduring asset to the Hector’s visual language. Its success at Normanby Chambers led to a second implementation at the Carlton location, where it sits alongside another Studio Gram interior, animating the entrance and reinforcing the brand’s presence within the streetscape.
What began as an unrealised sketch has since evolved into a proprietary brand element. Alongside the bakery pink, packaging, uniforms, menu system and clock, the neon now forms part of a growing family of recognisable brand touchpoints, creating continuity across locations while responding to the unique character of each new site.