the name ‘the rollery’ was developed to make the actual offering front and centre, given that in a market like India, it sold itself. we just played the tasteful conduit with better ingredients and the right craftsmanship. the visual identity is simple, modern, fun and minimalistic, with a touch of earthiness. the wordmark is created by replacing the letter “O” with an organic shape of a lump of dough, one of the key elements for a good roll. at its conceptual centre, the branding as much an homage to the roll as it is an upgrade of its image.