Roll Rider

For parents, navigating airports with kids can be chaotic. For kids, it’s an eternity of waiting. Roll Rider was designed to change that—a scooter-meets-carry-on that makes getting from Gate A6 to B24 part of the fun.

Founded by Jenny Fleiss (co-founder of Rent the Runway and Jetblack) and inspired by her three children, Roll Rider turns travel into an adventure. When Jenny approached Mutiny Branding to help bring the brand to life, we jumped at the chance. Our team developed the go-to-market visual identity system, messaging, and e-commerce site to support the product’s debut just in time for the holiday travel season.

At the heart of the brand is the strategic idea "Kick Up Adventure." The bold, kinetic identity system balances playfulness with high visibility, ensuring the brand stands out—on shelves, on luggage carousels, and in motion. A chunky wordmark maximizes recognition, while a near-neon color palette and stretched letterforms reinforce speed, energy, and movement. Every detail was designed to bridge the physical and digital experience, from the handlebar-inspired icon to graphic patterns built for animation.

With Roll Rider, getting there is now part of the fun.