Roll Express
Pan-Asian food with a Kamchatka accent.
Four ways into a gastronomic journey.
Roll Express’s rebranding brief connects pan-Asian food with Kamchatka, fast service and continuity with the existing brand. An energetic, inventive cook from a fishing vessel became the strategic reference. The project developed four concepts: Fishing Vessel, a collection of stickers and patches, Planet Kamchatka, and a reworking of the existing identity. Each offers a different language for a gastronomic journey; the original presentation leaves them as alternatives.
A shared strategic foundation
Pan-Asian food receives a distinctive Kamchatka context: ocean, fishing and volcanoes. The cook’s energy, inventiveness and humour connect four exploratory directions.
A fishing vessel
The first concept centres on a dynamic lifebuoy symbol. Its palette connects the landscape with a vessel’s scarlet hull, while signal flags provide a pattern.
Stickers and patches
The second concept presents the restaurant as a gastronomic travel bureau. Collectible stickers allow local references to be freely combined within one system.
Planet Kamchatka
The third direction treats the peninsula as a world of its own. Orbits, coordinates and several scripts support the journey idea; dense compositions become its graphic rule.
Reworking the existing identity
The fourth direction develops the existing image of a woman with hairpins. A simplified drawing and large two-line wordmark retain recognition through a renewed construction.
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