Introduction
Branding plays a crucial role in establishing a business’s identity and attracting customers. In this case study, we delve into an exciting branding project undertaken for Cross & Roll, a forthcoming chain of croissanterie/cafe shops in Athens, Greece. The goal was to create a distinctive and unforgettable brand identity through the use of art direction and design. This involved developing an iconic logo-mascot that conveyed the brand’s playful and edgy character, as well as employing a dominant red color scheme to capture attention and evoke a sense of excitement. This case study explores the creative direction and design process undertaken by Nick Grivos, supported by 3D renders from Dimitris Koletsos, and the collaboration with the client, Cross & Roll Piraeus.

Background of the Project
The Cross & Roll branding project emerged as an opportunity to establish a unique and compelling identity for a chain of croissanterie/cafe shops in Athens, Greece. The client, Cross & Roll Piraeus, envisioned a brand that would stand out in a competitive market and resonate with the city’s vibrant and diverse customer base. The goal was to create a brand identity that reflected the playful and edgy character of the business while capturing the attention and loyalty of potential customers.

To achieve this, the project team conducted extensive research on the target audience, exploring their preferences, lifestyles, and aspirations. By understanding the needs and desires of the customers, the team aimed to develop a brand that would genuinely connect with them on an emotional level.

Developing the Creative Direction
a) Understanding the Brand

Before embarking on the design process, it was crucial to gain a deep understanding of Cross & Roll’s vision, values, and target audience. The project team conducted meetings with the client, Cross & Roll Piraeus, to gather insights into their business objectives and brand positioning. Through these discussions, it became clear that the brand desired a playful and edgy character that would resonate with a young and dynamic customer base.

b) Art Direction Approach

To convey the desired playful and edgy character of the brand, the project team decided to adopt an art direction approach. This approach would allow them to create a distinctive and visually captivating brand identity that would resonate with the target audience. The centerpiece of this endeavor was an iconic logo-mascot, which would serve as the brand’s visual representation and evoke a sense of excitement and curiosity.

c) Crafting the Iconic Logo-Mascot

The logo-mascot design process began with extensive sketching and brainstorming sessions. The team explored various concepts and ideas that could effectively communicate the brand’s personality and values. After multiple iterations and refinements, a concept showcasing a hand gesture reminiscent of the classic rock n’ roll sign emerged as the frontrunner.

The hand gesture not only captured the brand’s playful and edgy character but also had a universal appeal that transcended cultural and language barriers. The logo-mascot design incorporated bold lines and vibrant colors to further enhance its visual impact. Through meticulous attention to detail, the project team ensured that the logo-mascot was both visually striking and easily recognizable, making it memorable for customers.

d) Choosing the Dominant Red Color Scheme

To make a bold statement and capture attention, the project team opted for a dominant red color scheme. Red is renowned for its energetic and appetite-inducing qualities, making it an ideal choice for a food-related business like Cross & Roll. The vibrant shade of red used in the branding elements evoked a sense of excitement and passion, creating an immersive and stimulating experience for customers.