Metrolls is a quick service restaurant based in Riyadh offering rolls and wraps with authentic tastes from around the world.

The goal of the brand strategy was to position the brand in a competitive landscape and communicate its offering to the public. The findings of the strategy led to a naming exercise “Metrolls” hinting at the different cities from which the flavors emanate. The brand essence was then carried onto the brand identity which was conceived to reflect a vibrant, delicious and cultural experience that Metrolls promises to offer to its clientele. The eclectic identity is highly reflective of a hub or a map that ties the various entities borrowed from multiple backgrounds and cultures all together. Hence, Metrolls is evocative of a metro station that brings people together and serves them on the go. The visual treatment used to connects the multiple circular elements with the main logo is reminiscent of an abstract map of Metrolls’ underground world.

November 2017