In Focus
DESIGN | Staff Reporter, Australia

Roll'd refreshes brand image

Moving forward to a stronger brand.

To be more educative with their brand, Roll'd has decide to do brand refresh. Bao Hoang, Managing Director of Roll'd tells QSR Media that the refresh will include an updated logo, sub-logos and store design.

"The reason behind this was to ensure we upheld one of our key objectives which is to be educative with our brand and stores so that we can share the culture of Vietnam and Vietnamese people with the Australia Public."

Illustrated by Matt John from the design firm The Anatomy, Angela Hoang, wife of Bao and Brand Guardian of Roll'd, describes the new logo as more simplistic but at the same time bolder and more striking. "[It] really is the new direction for the brand overall. We're looking to 'de-clutter' so we can be clearer and louder in what we have to say. We need to stand out amongst the top quick service restaurants and with the growing number of Vietnamese outlets, we need to ensure we stay ahead of the pack."

She notes that Roll'd was inspired by the street-scapes of Vietnam and the typographic styles that can be seen around the country. "Our goal is to achieve timelessness through design that is simple, organic and authentically Vietnamese."


As the logo and branding gets simplified, the store design also followed suit. Similarly, the whole look and feel of the store is now also as simple.

"We feel our current designs have too many elements, such as bikes or other installs, merchandising, decals, numerous light boxes, counter decor, etc, all in one store!," said Ms. Hoang. "So we'd like to strip it back so our consumer is less distracted with the less important things and are more focused on what we're really trying to showcase."

The goal of the new designs is to make diners feel a certain degree of escapism, she added. "When they enter our stores - everyone's busy these days, and we'd love for our [diners] to forget about all that and just enjoy the creations of our Vietnamese kitchen."

According to Ms. Hoang, the new store design is an accumulation of what the chain has learned from its current stores. "Like the branding we needed to simplify and be smarter about the spaces we create so the consumer is excited by the space but also comfortable enough to dwell and enjoy a meal and drink."

Mr. Hoang shares that its new store at 410 Queen St in Brisbane features the new brand image and store design, to give fans a sneak peek of what's to come for the rest of the Roll'd locations.


In line with all new things, Roll'd has also recently piloted a home delivery service out of its Barkly Square store in Brunswick, Victoria; and is releasing an ordering mobile app

Mr. Hoang reports that their new service has had a great uptake and that they are looking into more stores that can potentially offer the service.

"We're positioning our business to be able to feed the masses with a healthy, delicious, freshly cooked Vietnamese meal in their homes. This will include delivery friendly packaging that our customers will be happy to eat out of even at a dinner party," he added.

2014 AND 2015 BEYOND

Mr. Hoang expects Roll'd to open its 30th store by the end of this year, which means opening 10 stores between now and December, he quipped.

The task is daunting, however he emphasized that the expansion plan has been in the works for the last 8 month and should be on time.

For 2015, the chain plans to open 25 more stores, which includes opening its first stores in West Australia, cementing its position in Melbourne, adding that majority of the expansion will be happening Brisbane and Sydney.

An international location is also in the works and will open next year.

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