Reinventing a Classic (Market Trolley) for the Modern Day

When we started Joyrolla, we weren't just out to make another Shopping Trolley. We wanted to bring back something timeless—a solid, functional "granny cart" from the 1970s with an edge that could hold its own today. The original had a wide-open bag, a sturdy aluminium frame, and a no-nonsense, essentialist vibe. 

It just worked. So we thought, why not give it a fresh spin?

Above: The original Inspiration for the Joyrolla cart, found in a vintage store.

We teamed up with two stellar design agencies, Vert Design and Soft Serve Studio, to tackle a few bold goals immediately. First up: breaking the "cart" stereotype. We weren't making something to collect dust in a corner; we wanted a cart that people would like to use—and show off. Joyrolla would be functional, but it would also have the style and comfort to make it part of a modern, active lifestyle.

Our first prototype was the cost of a small car! It was too bendy, and the top frame didn't work as it needed to (white with no bag).

We wanted to get the design just right—something as durable and versatile as the 70s classic but sleek and user-friendly for today's world. We focused on the balance: lightweight yet strong, streamlined yet practical. Every element was intentional: Tall handles that make it easy to walk with, foldable base for easy long term storage, smooth rolling wheels, well balanced. We obsessed over the details.

And because we're serious about sustainability, we built Joyrolla to leave a lighter footprint. With flat-pack delivery for easy shipping and assembly, we aimed to create a cart that isn't just durable but offered repairable parts. Quality materials? Absolutely. Circular design? Essential. We wanted a cart that lasts and respects the world around it.

But here's where it gets good: we wanted a visible cart, a piece you'd proudly keep in your home and use daily—no hiding in closets. Joyrolla is designed to be a staple, encouraging you to walk more, carry less, and look good.

A few sketches and renders of ideas and problem solving.

We had to nail the look—something clean, minimal, and made to last. Joyrolla isn't just a nod to a classic; it's an entirely new take, blending nostalgia with a fresh perspective. The result? a cart that's not only practical but also makes a statement.