JULY 2022
Roots
Roots is a luxury interior design company specializing in sourcing bespoke fixtures, fittings, features and furniture. They are perfectionists in their craft and are well known for their attention to detail and unique style. The brand pointed out that they like minimal fashion and architecture brands that practice a less-is-more approach.
Role: Creative direction, design
Deliverables: Brand identity, stationery, website mockup and a brochure:
I started with exploring various geometric shapes for the logo structure. I decided to focus on using straight/angular lines to help portray a sign of minimalism and sophistication which is a major identity that the brand wants to be reckoned with. For the typeface, Gill Sans MT turned to be a great pair with the logo mark after various explorations. This pair helped to give the lockup a minimalist appearance.
For the palette, I chose a monochrome style with brown being the major colour which complemented the lockup. Each of these decisions were key in the research and brainstorming phase as it helped in creating a fantastic and timeless logo.
