Logo Creation

Client: "Roll" Durum Restaurant (Own Idea)

This project details the conceptual development of "Roll," a new premium fast-casual durum brand, operating under the confident tagline, "Durum. Perfected." The core objective was to reimagine the often-cluttered durum market by creating a distinctive and memorable brand identity, spearheaded by a refreshingly minimalistic logo, designed to elevate the entire customer experience.

The Challenge & Approach

The primary challenge was to cut through the visual noise of typically overdesigned and generic durum establishments. I aimed to create a brand that instantly communicates premium quality, cleanliness, and modern simplicity, attracting a discerning customer base.

My approach centered on:

• The brand name "Roll" was chosen for its simplicity, directness, and action-oriented feel, clearly communicating the core product.
• The cornerstone of the visual identity became the logo: a carefully crafted silhouette of a durum. My design process focused on achieving a pure, iconic, and instantly recognizable mark.
• This refreshingly minimalistic style was a strategic decision I made to create a stark contrast with the visual clutter prevalent in the sector. My intent was for the logo to capture attention through its understated elegance and modern appeal, making "Roll" stand out significantly.
• The logo's clean lines and minimalist aesthetic directly reflect the brand's promise encapsulated in the "Durum. Perfected." tagline – a visually simple yet perfectly formed representation of the product itself.

Skills & Tools Utilized

Product Photography & Redesign
Concept & Branding Strategy
Creative Marketing
Figma
Adobe Photoshop
Adobe Firefly AI

Project Outcome

This conceptual project successfully delivered a distinctive and impactful brand identity for "Roll." The key achievement is the minimalist durum silhouette logo I designed to be a memorable and sophisticated mark that immediately differentiates "Roll" in a crowded marketplace. This logo, paired with the "Durum. Perfected." tagline, establishes a strong foundation for a premium brand experience. It sets the stage for an offering that values quality, modern aesthetics, and customer satisfaction, appealing to consumers seeking a refined alternative to traditional fast food. The conceptual framework ensures that from the first visual touchpoint, "Roll" communicates its commitment to a perfected, uncluttered, and superior durum experience.