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Branding - Design Consulting - Logo - Packaging - Social Media


Sep 2018 - March  2019 ( 7 months)


Rootcraft is a start-up packaged food company who came to us in the pre launch phase of their process. The client was seeking design consulting regarding future packaging designs, a websites redesign, and social media marketing. My consulting team and I worked with this client through The University of Michigan's CHISL Consulting.

*Take a look at my full Slide Deck- where I provide more detail and depth on our work with Rootcraft.

What is Rootcraft?

  • Where/Who

    • Retail locations is ann arbor

    • Active Plant Eaters

    • Body Builders

    • Vegans/Vegetarians

  • Problem

    • Most packaged meals lack protein

    • Better tasting vegan meals

    • Convenience

  • Product ​​

    • Line of grab-and-go plant based meals with high protein and nutrients

    • HPP packaging with longer shelf life and lasting freshness


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  • Create a simple, minimalist design aesthetic/ logo

  • Client has not developed product yet, No product photos

  • Make appealing to all genders

  • Client has a lack of social media presence 

Competitor Research: 

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Iterative Design Sprints:

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Style Guide


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Final Mock Ups

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Social Media

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What's Next...

  • Design SWAG and other promotional merchandise

  • Hold promotional tasting pop-ups around campus

  • Prepare for alpha launch in 2020!

❮ Back to WORK
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