Joyrolla

In appealing to this new demographic and changing the perceptions of the cart, the design was to visually balance a classic and essentialist look and feel with a modern and functional direction to suit their brand positioning, inspired by a 70’s shopping cart. With a focus on user experience, the design needed to be comfortable to walk with, and involve mechanisms for folding, closing and fastening. Carts were to be delivered as flat-packs and offer intuitive assembly. Sustainable principles were to embed within the design, and consider reduced environmental impact, shipping efficiency, repairability and use of quality materials.

Not just a better looking granny cart, the Joyrolla has thoughtful utility and modern design ideals at its core. The cart integrates into the users life and broader environment, and meets the brand positioning as aspirational and approachable. The development stages focused on optimizing strength and weight, user self-assembly, and small considered details discoverable with interaction. Concepts explored folding basses, varying bag volumes, changing handle forms and adding straps or other fasteners as storage alternatives. The Joyrolla is flat-packable for shipping and long-term storage, durable for extended use, and materials were selected for minimal environmental impact.

Joyrolla encourages a healthier lifestyle, to walk more and eat fresher foods, as well as to support local businesses. Joyrolla is designed for longevity and considers its environmental impact through the use of quality, recycled fabrics and modular parts. The frame, bag, wheels, foot and base are all replaceable. The cart encourages walking to and from the shops, not relying on fossil-fuel vehicles. The use of well-known, traditional manufacturing processes is well suited to the costs and market positioning of Joyrolla, and ensures commercial success. For every Joyrolla sold, 10 meals are donated to a person in need through SecondBite.

Joyrolla responds to urban living challenges and was born from the personal experiences of founders Alex and Marissa, who were trying to carve out a healthier lifestyle in inner-city Sydney. Joyrolla elevates the shopping cart into a stylish, practical, and environmentally friendly companion for modern city dwellers. At first glance, you know exactly how it’s produced, with an intention to keep the aesthetics slightly industrial, not dressing up or hiding the micro details. The textures are natural, tactical and utilitarian in nature with a considered hardware and soft goods relationship. The narrow handle of the frame gives the cart unmatched maneuverability, though allowing for discrete bag attachments, a folding base and the ability to be flat packed for shipping. The bag design has a tall and elegant form thanks to the straight vertical seams, and is reinforced for strength, balancing rigid and flexible elements - with the bag pattern going through many iterations to respond to these changes. A strapping system is used in the base and top to hold the bag in place when rolling, and to keep the lid upright for packing. The bags are made from 100% recycled polyester and nylon, with water resistant coatings.