Cassidy Adroved UX/UI Designer
Deliverables
Branding, Table Tent, Invitation, and Coasters
Tools
Sublime, Adobe Illustrator, Adobe Photoshop, Adobe XD
Disciplines
Branding
Year
2022
Deliverables
Branding, Table Tent,
Invitation, and Coasters
Tools
Adobe Illustrator, Adobe
Photoshop, Adobe Indesign
Disciplines
Branding
Year
2022
Roots Farm & Food CO
Farm-to-table visual system and packaging
Roots is a farm-to-table food truck brand that revolves around fresh, all-natural ingredients and a direct tie to local farmers’ markets. The objective was to create a comprehensive brand identity that embodies the warmth of a fall farmers’ market while still having a clean and contemporary look.
Collaborating with a culinary team, we first set out to create a visual identity that would form the basis of all brand assets. Based on feedback from the client, the brand had to have a earthy, seasonal feel that was still modern. I began the process with mood boards and conceptual sketches, presenting four logo concepts. The client chose my logo design, which I then built upon by creating a supporting pattern to further emphasize the brand’s earthy nature.
I then extended the identity through various communication channels, such as invitations and table tents. One of the most important aspects of this project was ensuring consistency in the identity while still allowing each table tent to be different enough that they could be recognized as unique.
The end result is a consistent and flexible brand identity that captures the warmth and modernity of Roots while also conveying their passion for fresh, local cuisine.
