![](https://freight.cargo.site/t/original/i/8f63e9bfa67a1ecad8cb8a0122614eac8cddd7cb745fd00da66e16d251ce7b1e/TFS-LaRoca-logo1.jpg)
La Roca - Brand Refresh
Category: Identity Design, Rebranding
Format: Logo, Pattern, Merch Design
Year: 2023
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).
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.
![](https://freight.cargo.site/t/original/i/418976a9c9dbf12391a845a9a2bfaf6840fdf4f1b8f3385771ea8106a3c47ed4/TFS-LAROCA-Merch-1.jpg)
![](https://freight.cargo.site/t/original/i/54cd14ddc354317f29374910c865b4515c333f4b93bba90a525b13e82e6a4bc7/20240107-IMG_4749.jpg)
![](https://freight.cargo.site/t/original/i/11435a743eb2131fe6997159fd8340ce14a01cb2b090e20f3f97192eb95f2fc4/TFS-la-roca-beanie1.jpg)
![](https://freight.cargo.site/t/original/i/80b2ba2d79d21a604f043164c5734f15dea50ad918505f603bc6656dacf72ddb/IMG_4778-2.jpg)
![](https://freight.cargo.site/t/original/i/ac8d8c762097e1c705e04071d1a6157143867df65a658fe4203b72481717ff17/LA-ROCA--coffee-packaging2.jpg)