We wanted to update their identity in a way that would help new patrons identify Take Root immediately without alienating their current niche and without compromising what they stand for—healthy without the big commitments. With their snacks, Take Root wanted to be the gateway for those who were interested in living a healthier lifestyle, or to be the go-to for those who have already started in their journey. Take Root was hinged on the idea of being the good habit of everyone.
The logo was updated to be easily used in different formats, be it horizontal or vertical, allowing the logo to take up the space it needs to be on the packaging. The type is tall and condensed, yet it has some little quirks here and there, giving it a sense of playfulness without being distracting. Instead of being restrained within a circle, the logo flows seamlessly along with the other parts of the packaging.
The type hierarchy is based on functionality and personality. To retain Take Root’s personality, the main heading is a loud and punchy sans serif font without being intimidating or looking too tough. Instead of using a handwritten font usually found in healthy snack packaging, we opted to balance it with a smaller heading that’s softer and modern. The whole look was new and fresh, yet it was still similar to what they had.