Roots is a food truck that emphasizes fresh, all-natural food and caters to those who appreciate the taste of farm-fresh ingredients. They can often be found at farmers’ markets.

The project involved developing a complete brand identity for a mock restaurant in collaboration with a culinary team. Our first step was to create a strong branding that would set the foundation for the rest of the deliverables. The culinary team provided input on the color scheme, which they envisioned as fall-like  farm stand look but remaining modern. I began my process of mood boarding and sketching. In total, we presented four logos to the culinary team. They chose my logo, I then expanded on it by creating a complementary pattern to further enhance the brand identity. From there, I created various deliverables to match the brand identity.