Root & Rise - Brand Identity
Company
Self-initiated project
Year
2025
Service Category
Brand Identity, Visual Identity
Root & Rise: A vibrant brand identity for a plant-based meal delivery startup
Project Type: Virtual branding brief
Goal: Create a visual identity that feels simple, organic and energetic, appealing to health-conscious young professionals and students.
Scope of My Work: logo ･ colour palette ･ typography ･ copywriting
app icon ･ social media content ･ food packaging ･ OOH
Tools Used: Google Docs · Adobe Illustrator · Photoshop · After Effects · ChatGPT
Root & Rise is a plant-based ready-meal brand designed to make healthy eating effortless for busy lifestyles.
The brand celebrates joyful nourishment with the message:
“Your desk lunch can’t be sad anymore!”
Concept
Visual Direction
Simple · Organic · Energetic
Simple → Minimal layout and clean visuals that speak to busy, modern users
Organic → Hand-drawn outlines and rough edges create a warm, natural look
Energetic → Vibrant colours and playful copy express the feel-good energy of plant-powered meals
What I learned
･ A logo needs its own sense of balance and harmony. It was a real challenge to fine-tune the composition so it felt visually centred and confident.
･ Branding starts with the audience, not the visuals. I focused on the needs of busy young professionals who want to eat well but don’t have time.
･ From audience → message → design: I approached the visual direction by first identifying the pain point, then crafting a message around speed and simplicity, and finally translating that into a visual identity using three key words: simple, organic and energetic.
