LINEN & ROOTS

Project Focus

Crafting a holistic and visually cohesive brand identity for Linen & Roots, a seasonal meal plan service that emphasizes the “art of wellness.”

Overview

Linen & Roots embodies the principles of wellness by providing meal plans centered around fresh, organic, whole foods. My goal was to create a clean, minimalistic brand that complements the vibrant imagery of seasonal produce while also providing a seamless user experience across various touchpoints.

Relationship

Working with Linen & Roots was a collaboration deeply rooted in shared values. The process was a blend of creativity and wellness, as we explored ways to translate the art of healthy living into a visually captivating brand. The relationship was built on trust and a mutual desire to create something meaningful and impactful.

Approach

I approached the project by embracing the natural beauty of the ingredients used in the meal plans. The design was kept clean and understated, allowing the vibrant produce to take center stage. This minimalistic approach extended to the website, meal plans, and recipe cards, all of which were designed to reflect the simplicity and purity of the ingredients. Additionally, I created an immersive booth for Linen + Roots at a women’s conference, incorporating floral arrangements made from produce, a hand-painted banner, a soup tasting station, and a hanging art installation made from found branches to fully capture the brand’s connection to nature.

Challenge + Solution

The challenge was to balance the simplicity of the brand with the richness of the fresh, seasonal ingredients at the core of Linen & Roots. The solution was a minimal logo and logomark that allowed the colorful, organic imagery to shine while maintaining a clean and cohesive look across the website, recipe cards, and other branded materials.

Strategy

The strategy centered on showcasing Linen & Roots as a wellness brand that doesn’t just offer meal plans but a holistic lifestyle. By emphasizing the art of wellness and the beauty of fresh, seasonal produce, the brand was positioned as an accessible yet premium option for health-conscious consumers. The conference booth and accompanying marketing materials further reinforced this by providing an immersive, sensory experience that connected attendees with the essence of the brand.

Design System

The design system was anchored in simplicity and natural elegance. The minimal logo and logomark were complemented by imagery of fresh produce, creating a visual balance between clean design and organic textures. The website, meal plans, recipe cards, and conference booth all adhered to this aesthetic, providing a cohesive and immersive brand experience that resonated with Linen & Roots’ target audience.