Rotaro's brand identity is a captivating blend of modern and classic aesthetics, mirroring the company's mission to transform the world of high fashion.

The brand identity utilises a contemporary, clean design with a unique twist: the rotated Os subtly represent the core concept of "fashion on rotation." This playful detail is further accentuated by the rounded edges of the logotype, symbolising the circular nature of Rotaro's rental service.

The overall brand balances the combination of classic midcentury design with an edgy aesthetic, reflecting the enduring allure of high-fashion, while maintaining an edge that resonates with today's style-conscious consumer. The brand aims to reflect Rotaro's commitment to fashion-forward thinking that’s accessible to all people, despite their budget.