Taking Jimmy east

After the success of Jimmy’s Falafel in Sydney’s CBD, Jimmy headed east this time with his chicken. The challenge was to bring the same friendly, irreverent personality to a new location without simply repeating what had already worked.

Taking inspiration from the bygone 60s surf scene, we found a natural connection with Lebanon’s own surf culture and its unlikely hero, Jimmy, the OG pipe master. The result gave the brand a playful new story and visual world, while keeping the brand personality that made Jimmy’s Falafel so successful.