PIP’S DELI is located in South Yarra, a highly competitive area where customer preferences are clear and refined. Clients are drawn to an urban retro aesthetic — something nostalgic yet lively. The logo was designed to reflect that vibe, featuring a playful cartoon-style character as the brand’s face to create a friendly, approachable identity. Red, a favourite among the target audience, was chosen as the dominant colour to evoke energy, warmth, and appetite, making PIP’S DELI instantly eye-catching and memorable on the street.