Rooted

A tantalizing play of type and words

Project Details

Chic branding for an artisanal food aggregator; infused with an adaptive identity system developed for Rooted’s constantly expanding range of offerings. This identity was further applied to develop the packaging for the brand. An identity that leverages the power of type and Onomatopoeia to create an immersive connection with food.

Year

Client

Agency

Category

Role

Sector

2020

Rooted

The Space At 9/2

Branding & Identity, Packaging Design

Lead Designer

Food & Beverage

The power of type and Onomatopoeia

A system was developed using bold expressive typefaces and colours to transcend beyond obvious visuals and create a sensorial experience in sync with the contents of the packaging.

The sound and shapes of type to tend to a tasteful palette

Exploring

To help the brand distinguish itself in a highly competitive market, the identity system diverges from the prevalent health and wellness narrative often associated with the 'farm to table' food industry. Instead, it reimagines the act of eating as an immersive journey. This open and adaptable identity employs a diverse range of typefaces to convey the character and multi-sensory gastronomic nature of food. Sharp-crisp-leafy Weekly chop-chop Tongue-tantilizing Sweet & tart Nutty whole wheat