The Challenge

A B2B food catering company, Roots Kitchen had to quickly shift focus to B2C due to the Coronavirus pandemic. Although this happened in the middle of our rebranding process, as always, the identity we had designed was already flexible and poised for the many changes that a brand can face. Roots Kitchen was able to smoothly launch their new brand and online website with us and have had great success even during this difficult year.

Our Response

The colour palette was inspired by rich beetroot tones that lend a natural feel and differentiate the brand from competitors. We also ensured a vibrancy to the work with a pop of highlighter green, reflecting the energy and logistic precision of the Roots Kitchen team. We maintained an overall premium feel to the identity in order to truly reflect Roots Kitchen’s offering; after all, this is no ordinary food.