WOLVES OF TOKYO

Morty & Bob’s is a much-loved London eatery, known for its comforting food and laid-back energy — from its iconic grilled cheese to lively brunches and late-night cocktails. We refined the brand identity to prepare it for future expansion, while keeping the warmth and personality that make it so special.

We created a suite of brand assets and a loose, hand-drawn illustration style inspired by the founder’s grandparents, Morty and Bob — the heart and namesake of the brand.

Morty, a proud Navy man, loved a toddy of rum and always kept his own bowling shoes handy. Bob loved a pint, throwing a good party, and keeping friends and family close. Their warmth, humour and energy inform the heart of Morty & Bob’s — and the playful spirit of these illustrations.

The rebrand introduced refined updates to the logo and a new M&B logomark, creating a flexible and instantly recognisable shorthand for the brand. The colour palette was reimagined — keeping the classic black and white, brightening the signature burgundy, and adding two accent colours, mustard yellow and vibrant red, to inject energy and contrast across touchpoints.

We developed menus for all three locations, tailored to each setting and audience. Kings Cross and Kensal Rise were given an elevated, refined direction — especially at Kings Cross, where we designed drinks booklets to complement its evening service. Meanwhile, Westfield retained a fast-casual, playful energy, staying true to its grab-and-go spirit.

Finally, we designed and launched a new website, bringing the refreshed identity to life in the digital space. The site weaves together the brand story, menus and booking experience into one cohesive and characterful home for Morty & Bob’s online presence.

From logo to illustration, menus to web — the rebrand brings a renewed sense of warmth, craft and personality to a London favourite that continues to grow while staying true to its roots.

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