Icy Calm Pty Ltd

Wrap and Roll Restaurant – Strategy and Copywriting

Food sits at the very centre of Vietnamese culture. At every significant holiday, every important milestone in a person’s life, at every social event – food plays a central role. But if you had to choose one style that captured the essence and spontaneity of Vietnamese cuisine, it would be the humble street–side ‘restaurant’. Their staples of wraps and rice paper rolls filled with freshly–picked vegetables and herbs and accompanied by any number of dipping sauces make them the most authentic of all Vietnamese food fare.

Wrap & Roll has reinvented this food concept, bringing with it all the authenticity and tradition of the street-stall, but presenting it in a comfortable, clean and contemporary restaurant setting. The Wrap & Roll menu draws from every region of Vietnam for its inspiration and flavours, from the more milder in the north, richer in the south, to the more delicate of the central region. Beautiful in both taste and presentation, the absence of preservatives and minimal cooking makes Wrap & Roll a really healthy choice. But the common ingredient in every Wrap & Roll meal is healthy serving of fun. Wrap & Roll loves interactivity and encourages you to get hands–on, and feel good in more ways than one.

I worked with the Sha-mayne Chan at 2Birds and Amy Jessica Nadaskay on the strategy and copy component for what was the Australian launch of what promises to be a rocking franchise.