Fresh, flavorful, and made for motion, Rolld redefines sushi with clean, high-quality hand rolls designed for life on the go.

Kicking off in early 2025, I led brand development for ROLLD, an Australian-inspired hand roll concept opening on LA's Westside. Working closely with founder Nick Wellner, I shaped the brand strategy, voice, and creative direction across positioning, messaging, packaging, and digital presence.

I brought on designer Jacquelyn Zoeller of JZ Creative Space to lead visual identity and web design, and photographer Jess Torres of Tall Tangerine to build a library of creative assets for launch. The team and work came together quickly, and what's been built reflects that momentum.

ROLLD is designed to feel fresh, approachable, and design-forward, backed by playful branding and a content plan built to generate excitement ahead of its May 2026 opening.