The creation of a brand that turns guilty pleasure into identity
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brand territory
A guilty pleasure made yours
We transform a universal craving into something you can own, something that vibes with you. It’s not just sweetness, it’s attitude, turning a simple treat into your moment of escape.
visual identity
logo
The Rollover logo uses bold, rounded typography that feels soft and appetizing, echoing the shape and fluffiness of the rolls themselves. The spiral inside the “o” directly references the swirl of a cinnamon roll, making the brand instantly recognizable. Playful, modern, and indulgent, just like the product it represents.
color palette
midnight glaze
A bold, indulgent shade that adds depth and sophistication. It reflects the brand’s playful yet slightly daring attitude, temptation after dark
vanilla cream
Light, smooth, and comforting. It evokes sweetness and softness, wrapping the brand in warmth while keeping the identity approachable and indulgent
spicy cinnamon
A warm and energetic tone that captures the essence of cinnamon itself. It brings vibrancy and appetite appeal, making the brand instantly mouth-watering
berry frost
Fresh, lively, and modern. This color balances the richness of the palette, introducing a playful contrast that feels young and approachable
typography
Super Malibu
A bold and rounded display font that reflects the playful, indulgent essence of Rollover. Its curvy forms echo the softness of the rolls, while the exaggerated shapes give the brand a fun, approachable attitude. Used for headlines and the logo, it makes the brand instantly recognizable and full of personality.
Arial Rounded
A simple, versatile sans serif with softened edges. Chosen as a secondary typeface, it ensures readability across applications while keeping a friendly tone that aligns with the brand’s approachable identity.
the store
The Rollover store imagines how the brand identity translates into a physical space. Bold use of the color palette, rounded shapes, and warm textures echo the softness of the rolls, creating a cozy yet vibrant atmosphere. The playful orange and blue tones highlight the indulgent mood of the brand, while the display of rolls takes center stage, inviting customers to escape routine and step into a world of guilty pleasure
insight
I want my guilty pleasure to vibe with me and roll me out of routine for a moment
brand territory
Visual created through AI as a conceptual exercise
brand territory
merch
The Rollover universe expands into merchandise that makes the brand wearable and collectible. Each piece carries the campaign line “Today, I feel a bit…”, turning flavors into moods and inviting people to express their cravings beyond the store. From T-shirts and aprons to hoodies and tote bags, merch becomes another playful way of living the brand
rollovers to the street
Rollover doesn’t just live inside the store, it takes over the streets. Posters and billboards show real, unfiltered emotions: the messy joy of sticky fingers, the surprise of a first bite, the fun of sharing a roll. These moments make the brand feel alive, playful, and impossible to ignore, turning guilty pleasure into something everyone can relate to.
*extra
when rolls start living
As an experimental exercise, I explored the idea of creating a Rollover mascot using AI. The goal was to push the brand’s playful attitude even further, turning cinnamon rolls into expressive characters with personality and emotions. From chilling at the beach to sweating under the Madrid sun or walking hand in hand, these mascots bring the brand’s guilty pleasure to life in a humorous and relatable way.
unboxing guilty pleasures
To introduce Rollovers to foodies and lifestyle influencers and journalists, we designed an exclusive shipping box that delivers more than cinnamon rolls, it delivers the brand experience.
Exterior: A bold orange box with the playful logo and the tagline “Are you ready to roll?” sets the tone from the very first glance.
Interior: The box opens to reveal a swirl pattern lining, reinforcing the brand’s visual language. Each roll sits in its own compartment, wrapped in custom paper to elevate the unboxing ritual.
Storytelling pieces: A welcome card invites recipients to the Rollovers Xperience—your new guilty pleasure—while a flavor menu introduces the four indulgent varieties: Classic Lover, Midnight Chocolate, Berry Tease, and Salted Caramel Affair.
This kit was designed as a sensory and shareable moment, making Rollovers impossible to ignore across both taste and social media.
