Roots
Brand Identity Refresh | Packaging Refresh
Roots
Brand Identity | Packaging
Roots
Industry: Hospitality/Cafe
About: Roots Coffee is a local coffee shop with a strong sense of community and a story worth building around. The refresh focused on bringing more personality, warmth, and visual energy to the existing brand while keeping the familiarity that made Roots feel like Roots.
Objective: Refresh the brand identity, visual direction, website, and social presence
Project Overview
Package: Brand Identity System, Package Design
I gave Roots Coffee a full visual refresh, reworking the brand identity and extending the new direction across its digital presence. The goal was to create a stronger visual system that felt more intentional, memorable, and reflective of the experience Roots wants to create.
Project Challenge
Roots already had a story behind it, but that story wasn’t coming through visually. The existing branding felt fairly minimal and didn’t give customers much of a sense of what made Roots different.
The challenge was to uncover what made the brand worth remembering and translate that into a visual identity that felt more colorful, personal, and connected to its Colombian roots, without making the branding feel forced or overly literal.
View the original brand below.
The Approach
Before redesigning anything, I dug into the story behind Roots and learned more about its Colombian roots. That became an important part of the direction, especially because there was very little in the existing branding that reflected that part of the brand’s story.
Rather than making the refresh feel overly literal or turning it into a stereotypical interpretation of Colombian culture, I pulled inspiration from the colors, warmth, energy, and visual character associated with Colombia and translated those ideas into a modern coffee brand.
From the color palette and graphic elements to the website and social content, I built a more expressive visual system that gives Roots a stronger connection to its story while still feeling approachable and current.
Outcome
The refresh gave Roots a visual identity that feels much more connected to the story behind the brand. A brighter color palette, expressive graphics, and a more intentional visual system bring its Colombian influence forward while keeping the brand feeling modern and approachable.
The result is a brand that feels more memorable, more ownable, and more reflective of what makes Roots unique.
