national media through Coles 'What's For Dinner' campaign
Create a visual identity for the new Roll’d retail range. Exclusive to Coles, the range had to capture the brand’s heritage. Promote the recipes’ authenticity. And make it look Vietnam-easy for Aussies to get rolling at home.
People love getting creative in the kitchen. Especially if it involves using their favourite foodie brands. We knew that if we could bring the Roll’d experience into people’s homes, we could make Aussies feel like part of the extended Roll’d family.
Our roots remixed. An idea that talks to the way Roll’d has mixed its Vietnamese history with contemporary Australian culture, embedding itself in Aussie lifestyles. It’s a story of multi-generational families and multi-cultural food. And it’s bursting with flavour.
At the centre of the story is one of the founders, Bao Hoang. And his insatiable appetite for sharing his family’s recipes. Tried and tasted over generations.
We took inspiration from the family’s passion for heritage and dedication to authenticity. And infused that thinking with a modern design approach to appeal to everyday Aussies.
To create the characters, we engaged a Vietnamese-Australian illustrator. Each one captures an essence and personality inspired by different Roll’d family members. With a few added quirks!
Crafting designs that made the products look unequivocally Roll’d on Coles’ shelves was key. And part of that process was building distinct and memorable assets. Ones that could stretch across the whole range of Mama Hoang’s delicious recipes. And across any future products. Who knows what they’ll be rolling out next!
feels like
$1 MILLION
retail sales value brand within first 4 months post launch
the thrillsTM demonstrated great partnership throughout and their experience helped us delivered an exceptional result for our first venture into grocery supermarkets.
Rachel Estlin
Head of Marketing
What we did:
- Visual Identity
- Illustration
- Packaging design