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Roster — Brand Identity
Rol
Brand Strategy, Visual Identity, Graphic Design.
Challenge
Roster is a rotisserie chicken brand planning to launch in Mexico City. The challenge was to move away from the typical "grab-and-go" or casual visual code associated with this category, and position the brand as a more elevated, restaurant-like experience — with a distinct, aspirational identity.
My Approach
I led the project end to end: developed the brand naming, the graphic and visual identity, the application system (packaging, signage, stationery), and the concept moodboard for the physical space — building a complete brand proposal ahead of launch.
Brand identity created from the ground up for Roster. The project focuses on building a cohesive visual language that included logo design, typography, color strategy, and brand applications across physical and digital channels.
