Root
Goals:
Create an identity around the feeling of warmth and comfort
Deliver the brand story through a concentrated design element
Design an identity that is equal parts handcrafted and scalable
Challenges:
Achieving a professional tone while feeling inclusive
Establishing a local business in a market ruled by "big business"
Client
Root
Deliverables
Logo System
Year
2026
Role
Freelance Designer
Root is a private chef business run by Evan Linard out of Springfield, MO. He works hard to create a memorable and warm experience with each meal he prepares. It was important his logo felt the same way.
Built around a feeling of warmth and connection, Root’s identity exudes a welcoming presence from custom typography to the illustration.
Root's logo system is built around what it feels like to dive into a warm bowl of soup. The texture draws parallels to the origin of cooking, handwritten recipes, and the featured illustration is the welcoming garnish on top of the dish.
