ROLL'D
AUTHENTIC VIETNAMESE FOR MODERN AUSSIE PALLETES
After many successful years of bringing authentic Vietnamese cuisine to Australian restaurants, Roll'd approached The Thrills™ to help them launch a new retail range. I was tasked with helping the team conceptualise, develop and execute a visually engaging identity and packaging system that would ensure the brand not only stood out on shelf, but also provided a contemporary and accessible solution for modern consumer appetites. The approach was to act as a meeting point between the brands heritage and a modern Australian street-food aesthetic.
THE THRILLS™ MELBOURNE - 2021 - SENIOR DESIGNER
OUR ROOTS 'REMIXED'
The concept was built on the idea of unifying traditional Vietnamese culture with a modern Aussie lifestyle through the love of food. Transparent packaging showcases the product, with bold tape graphics for varianting and navigation. We partnered with local Vietnamese illustrator Matt Huynh to help develop a series of unique and energetic characters to help energize the labels and continue the family story of the brand's founder Bao Haong.
TAKING IT TO THE STREETS
We wanted the brand to feel bigger than just the shelf. Inspired by street food culture and the social nature of dinner, I helped develop a toolkit of elements that could be extended away from pack and brought to the wider world. I was also tasked to art direct a series of shoots that would encapsulate the vibrant and passionate nature of Vietnamese culture and help deliver the brand to a wider audience.
