Roots
Identity & Package Design
Identity & Package Design
As its name, Roots is the dedicated brand to introduce the traditional Chinese food to American market. The creative challenge was: it has to speak to Chinese who craves for hometown cuisine and at the same time welcome non-Chinese consumers. By using Chinese calligraphy of the word "roots" as its logo and elegant typeface, simple decorative elements and yellowish recycle paper, we successfully create its unique characters.
The packaging design also carries the same design style, adding color code for each products is not only helps the stocking but also gains the confidence on the shelf.
The packaging design also carries the same design style, adding color code for each products is not only helps the stocking but also gains the confidence on the shelf.
