Roy’s Gun & Pawn is all about an edgy sense of fun supported by expertise and professionalism. The brand tone we created is about blending responsibility and upbeat playfulness. The jackalope is a metaphor for Roy’s itself, referencing the juxtaposing presence of both a modern gun shop and an old-school pawn shop under one roof. Striking a thoughtful balance of humor and professionalism, using firearm wordplay when appropriate, the brand tone always stays badass.
