A familiar symbol.
Full of character.

Rolatex designs, manufactures and sells blinds and curtains, including printed window coverings. The brief began with a familiar asset: the snail already associated with the brand.

The redesign connected a simpler symbol and a rounded wordmark with a complete visual language. A confident mascot then carried that identity into advertising, printed materials and the brand’s everyday communication.

The snail remained the link with the original identity. Its silhouette became more compact and balanced, fitting a square rather than spreading sideways. Removing fragile details helped the symbol hold together at small screen sizes.

Positive and negative space form the spiral together. The rounded sans-serif wordmark echoes that movement through the letters o, a and e. A lowercase r makes the name feel more approachable.

Three illustrators explored the hero’s style and possible stories. Antennae and a shell kept it recognisable as a snail, while hands and legs allowed it to shop, press buttons and guide visitors through a website.

The selected direction adds dark glasses, a half-smile and a playful spiral shell. Two legs replace the early four-footed silhouette: the raised shell suggests the character is about to roll forward, challenging the familiar association with slowness.