ROY ROGER'S x DAVE'S NEW YORK

The purpose of this campaign revolved around intertwining Roy Roger’s and Dave’s New York distinct narratives, creating a presentation that resonated with their target audiences. This synergy served as the driving force of the marketing strategy: to attract a trendy, contemporary customer base that appreciates style and individuality. 

 

The graphic unites the visual identity of both brands, channeling their aesthetics into cohesive visual language, portraying the desired “streetwear” aesthetic of the collaboration. The color palette emulates the urban shades of Dave’s while simultaneously portraying the clean, classic aesthetic of Roy Roger’s. The font and format create a dynamic interplay that captures attention and communicates the campaign’s message effectively. 

 

Additionally, the graphic served as a visual invitation, drawing consumers to the collaboration showcase by hosting an event, the “pop-up cafe”. Target audiences were drawn to the event not only for the clothes, but also as a fashion industry social gathering. The response was extremely positive; attendance tripled from our standard events, Roy Rogers grew its customer base by 4% and Dave’s New York’s by 12%.