Ruben Dawnay rose from the lockdown ashes, smoking meats and curing fish from his parent’s garden in Brixton. Paying homage to his polish-jewish heritage, Ruben’s Reubens was born. Fast forward some years and Ruben has been recognised by code hospitality as one of their 30 under 30 rising stars to watch, dominated pop-ups across the city and mastered the meal kits trend.
We created a joyful identity for his budding enterprise featuring a custom typeface representing the humble Wally. The visual language is inspired by an amalgamation of South London and New York deli culture.