PROJECT MISE EN PLACE
If you picture Hector’s Deli, you might first think of the beef and pickles toasted sandwich.
At some point shortly after, pops of red would come to mind - the logo splashed around the venue, red panels that inevitably cover up the sold-out items on the menu each day, or the staff wearing red caps.
Those caps, featuring embroidery of a hand holding a sandwich (an icon of Hector’s), have been a staple of the brand since the early days - back when they had just one venue in Richmond.
Available to buy as merchandise, most people in Melbourne would be able to tell you where those caps are from in an instant. They’ve reached cult status and are a great example of how uniforms and merchandise can drive brand recognition.
Hector’s Deli and Worktones first found one another in 2019 in the same way you’d expect any good modern love affair to start, via mutual Instagram love-bombing. That eventually led to a decision to collaborate.
Shortly before opening their fourth location in Melbourne’s CBD, Hector’s Deli commissioned Worktones to create a custom Unstructured Blazer to recreate that magic of the longtime red cap.
We felt there was a nice shared sensibility between Worktones and Hector’s Deli. In the simplest way, we started with the same intention - open a shop, brand it nicely, focus on quality and do good things. We always thought there were parallels and synergy, so it felt natural to work together.
- Huw Bennett, Worktones Director
PROCESS NOTES
The cap was based on a beloved nylon hat of Dom Wilton’s, owner of Hector’s Deli, who sent it to Worktones to model off and create a completely bespoke product.
There had been conversations about creating a chore jacket for a while, but then Worktones launched the Unstructured Blazer in white to the ready-to-wear range.
Hector’s Deli thought it was perfect and got a sample with their logo embroidered on the breast.
As is sometimes the case when a brand’s Pantone colour is used for embroidery, the thread appeared in a lighter colour than the poppy red Hector’s is known for. That’s the benefit of sampling, though. Worktones were able to find a colour that was a closer match.
ORDER UP
The Unstructured Blazers are worn by front of house and also sold as merch.
The red caps, contrasting beautifully
against Hector’s white-on-white uniforms, have notched a sixth reorder across five years, standing the test of time.
Hector’s have found the sweet spot of creating pieces for both wearing and selling. It’s not merch for merch's sake, it has a practical element but can be sold which is the best of both worlds. It’s great for a business if you can make a bit of money from something that is a functional item.
- Huw Bennett, Worktones Director
THE REVIEW
We wanted to work with Worktones as they get it. It was important for us to work with a local brand whose materials are traceable and Worktones ticked both of those boxes. Uniform is a key part of our brand identity. Merch helps us enhance our brand whilst being functional and looking good.
- Tazmin Osborne-Sanders, Hector’s Deli Brand Manager
