Two dogs having a conversation. The dog on the left, wearing a white jacket, is holding a cup of coffee and asking, 'You going to finish that sandwich?' The dog on the right, wearing sunglasses, is holding a large sandwich and replying, 'Yup.'

Layla & Ringo’s | Fast Casual Brand Identity

It started with two friends and two dogs.

Layla & Ringo’s was built on a simple idea: a neighborhood sandwich shop anchored by the bonds of friendship.

The founders came to HiFi looking for a hospitality identity system that could feel instantly recognizable and emotionally memorable without relying on trends or forced nostalgia. The challenge was creating a place that felt like it had existed for years — somewhere with regulars, inside jokes, favorite orders, and personality baked into every touchpoint.

Strategy
Positioning
Branding
Tone of Voice
Copywriting
Menu Design
Packaging & Label Design
Interior / Exterior Signage Design
Environmental Design
Website Design (front end)
Photography Art Direction
Brand Book
Staff Fit
Collateral
Launching a multifunctional corner concept—part coffee shop, part convenience store, part community hub—that feels seamless, stylish, and neighborly, not generic or overdone.
The brand needed to balance form and function, inviting people in for a quick stop, a slow coffee, or a casual connection—all without trying too hard.
City dwellers crave more than convenience; they’re looking for everyday places that feel like extensions of themselves.
In a city where everyone’s busy and brands blend together, a little personality goes a long way.
The strongest connections are often forged through familiarity and humor.
We built an old-school-meets-new-school brand identity inspired by corner delis, Sunday comics, and city life chaos, with Layla & Ringo as your guides.
Our goal was to create a memorable, multifunctional neighborhood brand with soul—crafting every touchpoint to feel a little familiar, a little unexpected, and totally lovable.
HiFi Creative Team
Allison Rosenwinkel - Creative Director, Illustration
Paul Demyanovich - Creative Director
Creative Partners
Simi Mahtani - Senior Designer
Stephen Monkemeier - Hand Painted Window Signage
Siren Betty Design - Interiors
Wade Hall - Photography

In a city where everyone’s always on the go and brands blend together, a little personality goes a long way.

Coffee mug with a dog illustration on a wooden tray, with a dog lying in the background and a plate with food in the foreground.

Person holding a white takeaway coffee cup with black lid featuring a cartoon dog illustration, next to a croissant on a white plate on a wooden table.

Sign on a restaurant window reading 'Layla & Ringo's Grocer Coffee Eatery' with the hours 'Open Early AM to Late PM'. Reflection of the street and people outside the restaurant can be seen in the glass.

Building the Visual Identity

Injecting Personality through Whimsical Character Development

Inspired by classic Sunday comics and vintage newspaper illustrations, Layla & Ringo (the founders’ actual dogs) were designed to feel expressive, familiar, and slightly imperfect to mirror the energy of a real neighborhood deli.

To connect emotionally with our audience, the dogs were placed in everyday human situations — grabbing coffee before work, eating lunch in the park, commuting through the city, hanging around the shop.

The character system ultimately became one of the brand’s strongest differentiators — helping the restaurant feel emotionally recognizable long before guests even took their first bite.

A fluffy apricot-colored poodle sitting on a brown couch, with a pink bow on its head, in a room with red wooden cabinets and a window.

A fluffy white dog with curly fur sitting on a black surface with a black background.

Layla (below) and Ringo (left) became more than just names; they became the lens to express the tone, feeling, and function.

We began by envisioning what their everyday lives would be like… what they would do, where they would go to develop the brand personality.

Brand Visual Identity

The goal wasn’t to make Layla & Ringo’s look vintage. It was to borrow the functional honesty and familiarity of those environments while stripping away the unnecessary clutter.

Typography was intentionally direct and utilitarian. Layout systems stayed clean and highly readable. Environmental graphics leaned toward bold rather than decorative. That balance between nostalgia and restraint became the core tension of the identity. Familiar enough to feel comforting. Sharp enough to still feel current.

Reinterpreting the Classic Deli for Today’s Consumer

A ceramic dog figurine on top of a stack of books, with vases and decorative objects in the background inside a store and cafe.

Shelf with potato crisps, labeled as 'The Good Crisp Potato Crisps' with a ticket from 'Ringo's Pick' and a tag indicating size and flavor, alongside other snack items.

Market shelving with various items for sale including alcohol bottles. Window to the right with sun shining in.

Exterior sign for a Layla & Ringo's with cartoon dog illustration holding a sandwich featuring a white background and wood border.

We created a space where people wanted stay and be - a daily third place.

View through a glass window of a store with signs that read "Light Bites," "Cold Drinks," "Confections," and "Flowers." The interior displays various products including packaged goods, flowers, and gifts, with warm lighting and reflections of trees and parked cars outside.

Ready to elevate your restaurant concept?

Restaurants live or die by perception, atmosphere, repeat visits, and emotional connection — which means the brand has to work just as hard as the food does.

Let's Get Started