In this independent, locally adored coffee shop, wellness and intentional products are the Roots way.
It’s often difficult to maintain cohesion, character, and innovation all in one space, but when Roots Cafe was faced with relocation, they seized the opportunity to do a marketing refresh. Keeping the original idyllic brand identity, we added some much-needed fun to their wellness-oriented space. This project is a great example of how seemingly small projects can make a world of difference to the customer experience.
PROJECT SCOPE: Marketing Materials, Menu Design, Brand Identity, Copywriting
PROJECT DURATION: May 2025- July 2025
TOOLS USED: Figma, Canva, Photoshop, Illustrator
Menu Design
How you present your products is how you present your brand. At Roots, there was a wealth of offerings that were seemingly lost on customers. Aiming to ease confusion and overwhelm, these new menus make Roots an easier choice for consumers. Adjusted for multiple uses, presentation points, and client accessibility, this redesign kept the customer at the centre of design choices.
For this project, illustrations were the best choice to add that fun vibe the team was looking for, bridging the gap between the internal vibe of the cafe and the outward presentation to customers.
Marketing Materials
Utilising marketing materials and a cross-platform strategy was lacking for Roots, one of the three companies of Soul Studio. Establishing this relationship between the individual businesses with marketing materials, social media strategy, and cross-business promotions was essential for increasing the brand’s presence and footfall numbers.
These poster designs were implemented both as physical marketing material and social media outreach to highlight specific products, increasing customer awareness, and Roots’ social media footprint.
WHAT I LEARNED:
Working in tandem with Soul Studio’s marketing team, I had the opportunity to learn more about social media strategy, targeting marketing tactics, and how my designs can help fix the problems that small, young businesses often face.
WITH MORE TIME & RESOURCES:
I would like to continue strategic design experiences, turning design impact into a quantitative measure to better learn to communicate the value, impact, and importance of my design work.
