Rolki

Rolki - Brand Identity Design

When the opportunity arose to create a brand identity for Rolki, a specialty store for roller skates and inline skates, the market landscape presented an interesting challenge. While roller skating had once been tremendously popular decades ago, the current scene was nearly non-existent, with only a small but passionate community of enthusiasts.

The design process began with extensive research, starting with the local market where I discovered a small but dedicated roller skating club. Through in-depth interviews with club members, I sought to understand what drove them to pursue a sport with limited infrastructure and recognition. Their responses revealed powerful insights about freedom, stress relief, excitement, fearlessness, community, and pure joy – elements that would become fundamental to the brand's identity.

This deep dive into the roller skating culture, combined with comprehensive global market research covering both professional and amateur sectors, provided the foundation for developing an authentic brand identity. The result was a design that captured the urban, dynamic spirit of roller skating while appealing to a broad age demographic.

The logo was intentionally hand-drawn using a digital tablet, a choice that reflected the fluid, organic nature of the sport and resonated with the emotional connections revealed through the research phase. Created in a suite of colors – charcoal, turquoise, and coral – the identity system maintains versatility while expressing the energy and approachability of the Rolki brand.

As the exclusive representative of Powerslide, Rolki needed an identity that could speak to both beginners and professionals, offering everything from complete skates to spare parts and accessories. The resulting brand identity successfully positioned Rolki as a credible and engaging presence in the resurging roller skating market.