Roger
Roger – Crafting a Modern Identity for a Beloved Vintage Hotspot
Roger has long been a go-to hangout in De Haan, celebrated for its cocktails, burgers, bites, impressive beer list and of course, its unmistakable vintage interior. What started as a summer pop-up called Bar Roger quickly grew into a local classic, ready to evolve into a full-fledged bar and restaurant.
That transition called for a fresh identity. At Blurry, we took on the challenge of reshaping Bar Roger into simply Roger: a brand that honors its nostalgic roots while stepping confidently into a new chapter. The visual identity is built around the venue’s charming retro character, infused with a crisp, modern twist to reflect its growth and broadened ambitions.
Beyond the identity and website, we helped Roger become a brand people could connect with. From their own custom hot sauce & hot honey, Hete Roger and Straffe Simonne, to community-driven merchandise like totebags, caps, and socks, every detail adds personality and strengthens the bond with their loyal crowd.
The result? A brand that feels as authentic, warm, and characterful as the place itself—proof that a great identity doesn’t just follow a story, it helps write the next chapter.
+ Brand Identity
+ Website
+ Photoshoot
+ Merchandise
+ Concept
