We wanted the identity to focus on Roy himself: his philosophy, skill and approach. The brand needed to feel as if it came from Roy, personally. We developed the name, From Roy, to capture the sincerity of the chef’s personal mission. We then created a custom, stylized sign-off inspired by the signatures of iconic artists.
Producing one and only one product to absolute perfection is a unique way to launch a company. Therefore, each box needed to treat the panettone like a masterpiece.
The From Roy packaging treats each panettone as a jewel. The box features a “letter” to customers about what the brand embodies—tradition, invention, and quality ingredients.
The messaging on the package engages the consumer, allowing for a nearly personal interaction with Roy himself. It serves as an assurance of quality and stamp of pride. Endlessly flexible, this system will allow From Roy to grow beyond panettone into other product categories. The brand’s website is clean, with a simple UX to emphasize product over design.
From Roy feels at once stoic and decadent. Personal and professional. A manifesto, signed and approved by its creator. Always made with love. Always From Roy.