2017
Metrolls is a quick-service restaurant based in Riyadh, Saudi Arabia, serving 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 culinary concept to the public. Following an extensive strategic study, Kite C.S. conducted a naming exercise that resulted in "Metrolls," a name that hints at the different global cities from which the menu's distinct flavors emanate.
The brand essence was then integrated into a cohesive brand identity designed to reflect a vibrant, cultural experience. The visual system works as a dynamic mapping system that ties together multiple recipe origins and cultures. Consequently, Metrolls evokes the atmosphere of a bustling metro station that brings diverse people together and serves them high-quality food on the go.
The brand essence was then integrated into a cohesive brand identity designed to reflect a vibrant, cultural experience. The visual system works as a dynamic mapping system that ties together multiple recipe origins and cultures. Consequently, Metrolls evokes the atmosphere of a bustling metro station that brings diverse people together and serves them high-quality food on the go.