Local Roots has spent the past decade working with farmers, artisans, and neighborhoods to make good food accessible, sustainable and fun. Initially created as a CSA, Local Roots has grown to host classes, festivals, supper clubs, and farm visits. With the evolution of the company, a rebrand was needed to accommodate the ever-changing nature of the business.
The logo is a representation of agriculture and urban communities locked in harmony. It is also a nod to produce stickers. Local Roots is a vibrant, bold, fun and oddly practical company and the new branding is a reflection of this.
![](https://cdn.myportfolio.com/2ec4114d696c6ee5e32711aeed9efbf8/0f6f4fad-8455-45b2-b1a3-01ef98f6ae44_rw_1920.png?h=fac6de4ee858819da65075f2ded60002)
MOODBOARD
As the sole designer on this project, I worked closely alongside founder Wen-Jay Ying. We determined the values and goals of the company and decided to start anew with a completely fresh aesthetic. We wanted to use bold typography and vibrant colors to distinguish Local Roots as more than just a provider of produce.
![](https://cdn.myportfolio.com/2ec4114d696c6ee5e32711aeed9efbf8/c5e06159-7c87-4935-95bd-4bb1564da84a_rw_1920.png?h=cbdbe50654e670854cddcecbbbbd531d)
![](https://cdn.myportfolio.com/2ec4114d696c6ee5e32711aeed9efbf8/9499fcc0-839a-4dc7-86b1-866243d08d29_rw_1920.jpg?h=01e50e84982a39d6e51d3e5f4e1b8ee0)
![](https://cdn.myportfolio.com/2ec4114d696c6ee5e32711aeed9efbf8/af3b756d-8e47-4f2e-a9c4-3cca0fe142c6_rw_1920.jpg?h=60ce9319203044fc6c553032e20f0e67)
Role: Art Director/Designer/Strategist