Jack the Lad

Some jobs start with a wireframe. Others start with a wink and a pencil. Jack the Lad was absolutely the latter.

When the father-and-son Garozzo team came to us with the name and a dream, we knew this brand needed a character as bold and full of life as the team behind it. They wanted something that spoke to their location, their values, and their love for all things honest, hardy and handsome. The result? Jack.

Create a tattoo-style mascot with vintage flair, regional pride, and a hell of a lot of personality. We were after:

• A full illustrated identity that felt like an old sailor’s tattoo meets Tassie produce

• Strong reference to natural elements from Tasmania (hi, apples!)

• A visual presence that would feel right at home on a window, bottle, tee or truck

• Red and navy linework, aged paper backgrounds, and hand-drawn textures

• A brand that oozes warmth, cheek, and salt-of-the-earth appeal

BRAND DESIGN

Red and navy. Rust and grit. Ink and apples. Meet Jack.

Jack isn’t just a logo. He’s a character. A story. A proper lad.

• Apples for Tasmania, tattoos for heritage, and an anchor in honesty

• Linework in classic navy and blood red, set on a warm aged paper tone

• The illustration was crafted by hand—bold, but beautifully detailed, like a pin-up for the produce aisle

• Fonts are unapologetically expressive: Rumble Brave for headings and script—vintage, brave, full of flourish

• Body content uses Lora for an approachable, grounded feel that doesn’t distract from the showstopper

• All brand elements follow a strong fascination profile of Passion: expressive, sensory, social, warm, optimistic

This brand lives and breathes personality. It’s the kind of design that makes people ask for the t-shirt, not just the product.