Roots Visual Identity

A warm, rustic identity for a café that wanted to feel like the neighbourhood — not a franchise.

Developed a warm, rustic visual identity for Roots Café that reflects their handcrafted approach and local story.

The Brief

What we were solving

01 - Challenge

Looked like everyone else

Roots Café had loyal regulars but a visual identity that could belong to any coffee shop in the city - nothing on the cup, signage or socials said "handcrafted, local, ours."

02 - Approach

Design from the materials up

We built the identity around the café's actual textures - reclaimed wood, hand-glazed ceramics, kraft packaging - instead of a generic café mood board.

03 - Outcome

A system, not just a logo

A full mark, type and colour system rolled out across signage, cups, packaging and social - recognisable at a glance, consistent everywhere.

Customers started tagging us in photos of the cup before they even tasted the coffee. That never happened before.

John Doe

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