Let the good habits take root
Take Root was founded on the idea of redefining what we know about healthy snacks. Originally started as a personal endeavour, it eventually became a mission: to create plant-based food that nourishes the body and the soul. The problem was that people were either intimidated or skeptical of anything advertised as “healthy.”
WHAT WE DID
Creative Direction: Deane Miguel-Cruz
Lead Strategy: Paolo Aljibe
Lead Design: Angie Chua
Design: Karla Espiritu, Ross Du, Paolo Geronimo
Photography: Paolo Geronimo
Before Take Root approached us, they had already established themselves especially in their own niche, and with a packaging that was a breath of fresh air in the healthy snack category then. Their products are award-winning, and loved by many different kinds of people—the health-conscious, the snack enthusiasts, and everyone in between.
What started out as a small project eventually became bigger. Back then, there weren’t so many choices for healthy snacks. What was then new became the norm. Take Root’s look wasn’t so exclusive to them anymore, but their DNA remains. While Take Root already had amazing things in place, just like any growing brand, they were in the pursuit of change especially as they started to offer more products.
And so 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 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.
Since color was an important part of the identity (and fortunately Take Root already had an impressive color palette to begin with), we expanded what they already have to make it easier to apply to more products in the future, keeping the fun and play that make Take Root different from their peers.
In an effort to make information digestible, we opted to omit too many health-related nutritional facts, which was already understood as the product was poised to be healthy. Instead, we presented things that nourish the product—their story, their process, and their beliefs. These were all shown as touches of copy and as little illustrations.