Forty Eight Point One

Roll Baby Brand, Digital, Packaging

Our Work Roll Baby

Fast food with a jet-pack

When the team behind the acclaimed West London cafe group Farm Girl spotted a gap in the market for a new healthy-living food brand, they invited us to help bring it to life.

An identity to roll with

Roll Baby’s offering was a simple (but delicious) one – Vietnamese-style summer rolls, great coffee, and killer pastries, served fresh, fast, and without fuss. All they lacked was a vibrant brand identity that could do the concept justice.

Pun intended

In keeping with the client’s vision for the brand we developed a tone of voice that was fun, provocative and unafraid of throwing a good pun (or seven) into the mix. Our rule was simple – if it was likely to make our customers grin from ear to ear – it was in. Body copy was similarly bold, punchy and always got straight to the point. 

A brand with character(s)

Our brand mascots, designed by Gwendal Le Bec, referenced two of Vietnam’s national animals, the Phu Quoc Ridgeback Dog and the Water Buffalo, to nod towards the summer roll’s origins. They also added a playful charm and youthful energy that felt just right for the new brand.

It's what's inside that matters

Farm Girl wanted their new brand to offer the kind of breezy, easy-going service that immediately puts guests at ease. We responded with bright, buzzing interiors that could match their energy every step of the way, creating a feel-good customer experience that would get people talking.

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