Roll Call

Roll Call
Handcrafted Cinnamon Rolls

Creating a brand from scratch for a new Belfast cinnamon roll company.

BRAND STRATEGY · NAMING · IDENTITY · PACKAGING · WEBSITE

BELFAST · 2025

01

Where it started

Roll Call began with a simple idea — bring freshly baked cinnamon rolls to Belfast in a way that felt contemporary, distinctive and completely different from the traditional bakery experience.

With no existing brand to work from, we had the opportunity to create the name, identity and full visual language from the ground up.

“How do you make a cinnamon roll brand feel contemporary without making it look like every other food start-up?”

A collection of sketches and doodles on lined notebook paper. The designs include various styles of the phrase 'Roll Call' and a set of cartoon characters, which are square-shaped with arms, legs, and expressive faces, some wearing sunglasses and making peace signs. There are also several stylized cupcake or cake sketches with decorative icing and swirls.

02

Finding the Idea

We explored names, visual routes and language that could work across packaging, signage, social media and a future website.

The name Roll Call felt confident, playful and memorable — with a natural link to the product and a nod to community and coming together. A bold, simple wordmark and a flexible graphic system grew from there, giving the brand a strong foundation for everything that followed.

Shown here are some initial sketches and identity concepts.

Colorful graphic with the words 'Roll Call' in bold, black, bubble-style letters outlined in white on an orange background.
A spiral design with a light cream color on an orange background.
Illustration of a megaphone with the word 'RECALL' on it, emitting sound or alert lines, on an orange background. Below, there is text that says 'HANDCRAFTED CINNAMON ROLLS'.

03

The identity

A bold, confident identity built around a playful wordmark and a simple set of graphic elements.

The warm colour palette and chunky typography give the brand a distinctive and contemporary look that works across every touchpoint — from packaging to digital.

A graphic design for Roll Call, featuring the text 'Handcrafted Cinnamon Rolls' and decorative swirls on a peach-colored background.
Part of the word 'ROLL' in bold orange letters on a beige background.
Orange background with concentric circles in shades of beige and orange, creating a target-like pattern.
A cartoon character resembling a roll of cinnamon with large eyes, holding a cinnamon roll in one hand, and pointing with the other. The background is peach-colored with the text 'Roll Call' and 'Handcrafted Cinnamon Rolls'.

04

Making it work

The identity was brought to life across packaging, signage, uniforms, menus and social media — creating a consistent and recognisable brand experience from day one.

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