Rollasole is a start-up shoe company that makes balletstyle pumps. These are sold from vending machines in nightclubs, offering the female clubber a solution to stiletto-sore feet. Magpie Studio was approached to target this audience and create an identity that represented a fun-loving impulse purchase, so impact, immediacy and persuasion were key. The typographic logo rolls its 'R's to echo the brand's ingenious rolled-up shoes. Copy is placed unexpectedly inside the shoes, creating a set of urban fairytales for modern girls. The photographer was Matt Wreford and copywriter Lisa Desforges.