Rooted

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