Root & Spice
Root & Spice is a mainstream vegan restaurant concept. They prioritise their values and empower millennials by creating easily accessible, tasty vegan food.
After researching the target market I came across a few conclusions that would influence the direction of this branding. In recent years, there has been an influx of young people opting for a vegan diet, yet they often struggle to find vegan options when eating out spontaneously. Despite this, they still crave the familiar comfort of a burger and chips, but vegan alternatives are rarely available. Therefore, it was crucial for this brand to feel familiar, offering something quirky and projecting a light-hearted, flirty fun vibe.
Research and Direction
Root & Spice's logo features a beautifully illustrated mark symbolizing a plant and a spice bowl commonly used by South Asians. The logo evokes a sense of personality and uniqueness, achieved through the harmonious pairing of two fonts.
Logo
The brand messaging emphasizes fresh, real ingredients, and organic food, which are reinforced throughout the brand's touchpoints, including engaging stickers, takeaway bag designs, and even the menu. The hand-drawn illustrations, mirroring the logo's style, evoke a sense of consistency and further reinforce the natural message.
