Shoots and Roots are a wholesome vegan food company, trading out of some of Dublin’s best loved food markets. The brief was to design a logo that positioned them as a health conscious plant focused food company, that felt both vibrant and contemporary in application.
The core idea for the logo was quite literally and simply inspired from their name. The use of green reflects the ‘fresh’ and ‘organic’ plant produce that is sourced locally, while a perfectly neutral black strikes a crisp balance. Predige Rounded was chosen as the typeface - its personality is clear and practical, yet warm and polite, reflecting the brand personality. A collection of icons were created to visualise the core indregients used in their foods.