In an era where health trends evolve faster than you can say “superfood,” the beverage industry continues to chase the latest buzzwords with an almost frantic zeal. Two decades ago, it was “boswellox” — a dubious promise of eternal youth packaged neatly into shampoo ads. Today, we are served a new term: “adaptogens.” Mysterious, vaguely scientific, and utterly irresistible, adaptogens have become the darling ingredient of every brand promising vitality and balance.
Enter Rolus — a sparkling drink brand as enigmatic in name as it is ambitious in identity. Designed by the agency Re (part of the M&C Saatchi Group, with offices spanning Sydney, Melbourne, London, Stockholm, and Dubai), Rolus aims to be more than just another wellness drink. It is a sharp-tongued, high-energy alternative to the typical pastel-soaked, softly whispered world of health beverages.
A Brand That Refuses to Whisper
Re’s work on Rolus is anything but tentative. Tasked with building a complete identity — from brand strategy to packaging, posters, and motion graphics — the agency tackled the project with a refreshing bluntness. “The world doesn’t need another self-important drink promising to transform your life,” the team stated plainly, setting the tone for a brand that would favor clarity over coddling.
Positioned in a self-invented category called “braincare beverages,” Rolus is designed to appeal to the modern, health-conscious consumer who wants functionality without the fluff. It’s a drink you can enjoy after yoga, during brunch, or while sailing — and if you feel inclined, you can even spike it with your favorite liquor. In short, Rolus sets itself up as a versatile challenger brand in an increasingly crowded wellness market.
Visual Identity: Sharp, Stark, and Unapologetic
At first glance, Rolus’ visual identity is a breath of fresh air amid the soft pastels and faux-spiritual branding that dominate the wellness landscape. Instead of gentle hues and whimsical logos, Rolus opts for an uncompromising palette of black, white, and red. This stripped-back approach feels more akin to modern energy drinks than traditional “health” beverages, suggesting performance and focus rather than vague promises of chakra realignment.
The main wordmark is a no-nonsense sans serif set in beautifully spaced all-caps — assertive but never aggressive. Supporting typography comes courtesy of Montreal-based foundry Pangram Pangram’s PP Neue Montreal, paired with the open-source Geologica for bold, all-caps moments. Together, they establish a visual language that’s both rigorous and full of momentum.
A particularly clever touch is the ticker-tape-style text running across the large red Rolus “R” on each can. It’s a simple yet effective reinforcement of the brand’s main tagline, “Never Still,” visually evoking energy, movement, and dynamism even when the product is sitting on a shelf.
Messaging: Punchy, if Occasionally Puzzling
The tone of voice for Rolus is just as stripped-back as its visuals. Messaging is concise, irreverent, and built around action — no indulgent wellness jargon here. “Sip It. Mix It. Electrolyte It” reads one slogan. It’s catchy, if a little cryptic. Some of the copy occasionally misses the mark, straddling the line between playful and puzzling, but overall it maintains the brand’s no-nonsense persona.
“Never Still” remains the standout phrase — succinct, energetic, and perfectly aligned with both the physical properties of a fizzy drink and the aspirational qualities Rolus hopes to embody.
Design in Motion: Packaging, Posters, and Beyond
While the cans themselves present a clean, confident design, it’s in the larger format multipack boxes where the branding truly shines. With more space to play, the boldness of the Rolus aesthetic is fully realized. In an inspired move, even the barcode becomes part of the design, reinforcing the brand’s dynamic, never-static spirit.
The brand’s motion assets — including posters and promotional videos — expand on this kinetic identity, layering images, animations, and slogans in a visually restless, energetic style. This “never still” approach translates seamlessly across mediums, offering consistency without predictability.
The website, though largely successful, occasionally trips up. The use of a scratchy hand-drawn font in some sections feels slightly at odds with the otherwise polished aesthetic, and the imagery can be confusing — ranging from glamorous poolside shots to what appears to be aerial views of the Great Wall of China. While the overall design and layout remain strong, a slightly tighter curation of content could elevate the user experience even further.
Defying Category Expectations
In many ways, Rolus feels like a deliberate rebuke to the stereotypical wellness drink playbook. It’s serious without being self-important, playful without being twee. It doesn’t overpromise mystical transformation, nor does it drown itself in pseudoscience (even if the adaptogen claims remain charmingly vague).
Ultimately, Rolus succeeds because it recognizes that today’s consumers are smarter, more skeptical, and more visually literate than ever before. It speaks to them in a language that is confident, stylish, and — crucially — self-aware.
The only mystery left unsolved? How exactly do you pronounce it? “Bowl-us”? “Roll-us”? Perhaps that too is part of the intrigue.
