Kaleido Rolls an established food chain of over 5 years with outlets in Harrods, Kingly st, Canary Wharf, Kings Cross St Pancras and Amsterdam. They produce delicious salad rolls inspired by Vietnamese cuisine.

Wagtail was delighted to win the re-branding of Kaledio Rolls. Market research revealed their current branding was perceived as a feminine health food choice. To change that perception, the brief specified that the new branding had to encompass five elements and realise them visually within the brand graphics:

FAST FOOD + EASTERN HERITAGE + KALEIDOSCOPE + TASTE APPEAL + GENDER NEUTRAL

The brief was answered by creating a modular font based on symmetry and circular components to reference the ‘rolls’, a kaleidoscope and also to mimic the elements that create Eastern typefaces.