Brief
Roll is a vegan street food brand inspired by Mediterranean flavors.
The goal was to build an identity that feels raw, authentic, and fun.
The brand needed to convey freshness and flavor while rejecting the overly polished aesthetic commonly found in the fast-casual category.
What I Did
I created a hand-drawn logo system where the O carries a plant motif.
The color palette was developed to capture the warmth of spices and the freshness of produce, balancing earthy tones with bold accents.
The voice was crafted to be direct and playful, giving the brand a confident, street-level character.
This system extended across packaging, signage, menus, and digital applications, ensuring flexibility and impact across every touchpoint.
The result is a brand world that feels real, energetic, and disruptive, positioning Roll as a bold new presence in vegan street food.
