roots & shoots

Creating a fresh, approachable brand for a farm-to-table business that connects health-conscious city dwellers with locally grown, seasonal produce.

The Roots & Shoots brand design is fresh, approachable, and down-to-earth just like the food it represents. Hand-drawn produce illustrations highlight the focus on real, locally grown food, while deep greens and pops of organic colours are inspired by the garden and reinforce its farm-to-table values. The bold, friendly lettering makes everything feel clear, welcoming, and easy to connect with.

This design isn’t just about selling produce, it’s about building a connection with people who care about where their food comes from. It feels like something you’d find at a local farmers’ market: simple, fresh, and full of personality.

Project Type: brand Design | Logo Design

Vibe: Colourful, playful, organic

Industry: food & beverage, farming, food delivery

Text-based graphic with the words 'ROOTS AND SHOOTS' in large font, with 'ROOTS' and 'SHOOTS' in dark green and 'AND' in pink.
Text reading 'ROOTS AND SHOOTS'
Text graphic with bold white letters on a black background that says 'ROOTS AND SHOOTS'.
Thank you note with colorful vegetable and fruit illustrations, placed on a beige surface, accompanied by sliced apple on the left.
A box of fresh vegetables including bok choy, broccoli, butternut squash, and ginger on a white surface with a colorful floral-patterned background.
A cloth tote bag with colorful vegetable and bottle print hanging on the back of a wooden chair.
Fresh apples, carrots with greens, cucumbers, potatoes, pears, and green beans at a market or farm stand.

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