Reimagining the traditional granny cart for the modern urban landscape, Joyrolla encourages people to embrace their surroundings and embark on a more cheerful journey. As the vanguard creation for the startup, the cart serves as a vibrant embodiment of the brand’s "everyday journey" philosophy, infusing the cityscape with colour and vitality while advocating for local community activity and engagement.

A surprising blend of utilitarianism and youthful aesthetic style inspired the concept behind this flat-packable cart. Minimising unnecessary embellishments, the intentionally industrial frame is a nod to the old, while supporting a bold and beautiful canvas holdall resulting in a pleasing symbiotic hardware/softgood relationship. Ease of assembly for the customer was a focus throughout the project, making assembly upon flat-pack delivery instinctive and intuitive.

Refinement and detailing of the custom bag, as well as the strap and toggle attachment system, were skillfully executed by Soft Serve Studio. UNKL, renowned for their mastery in brand creation, produced the brand identity and artwork.

Project completed with Vert Design in 2020.