Root
Root is a concept brand created to explore what a modern sustainable grocery service could look like. The aim was to move away from traditional eco-branding and create a fresh, approachable identity that makes sustainable shopping feel simple, enjoyable and trustworthy. Alongside the core brand identity, I designed marketing collateral and a companion app to show how the brand could translate across digital and physical touchpoints.
Brief
Create a contemporary brand for Root that stands apart from existing sustainable grocery services, building trust through a friendly, optimistic identity and a seamless customer experience.
Process
I developed the visual identity from the ground up, creating the logo, colour palette and typography before applying the system across packaging, marketing assets and digital experiences. The logo was designed as a flexible brand asset, allowing elements of it to be reused throughout collateral to create a consistent visual thread and strengthen brand recognition.
Outcome
A cohesive concept brand that feels fresh, modern and accessible, with a visual system that connects every touchpoint. By creating consistency across digital and physical assets, Root becomes a more recognisable and engaging brand that makes sustainable grocery shopping feel effortless.