La Roca - Brand Refresh

Category: Identity Design, Rebranding
Format: Logo, Pattern, Merch Design
Year: 2023

La Roca is an established bouldering gym in the south-east of Melbourne, reaching its 5th anniversary in July 2023.

Recently they have expanded into a neighbouring warehouse "The Annex". Which makes them the one of two climbing gyms in Australia with 24-hour access to their members (Annex only).

Their existing branding was crafted by Studio Arete and with this rebrand, I was asked to maintain the existing letter mark and remove “boulders” from their name. The primary goal was to create a new brandmark that could exist on its own on limited-edition merchandise, social media and signage.
Additionally, it had to be able to provide a smooth transition between the old logo and the new one and not feel out of place with the existing community.