ROOTS MARKET + EATERY
Brand Identity · Web Design · Illustration · Merchandise · Print
Roots Market + Eatery is a local market and eatery in Plainfield, Indiana, focused on fresh food, local products, and community. As lead designer, I created the brand identity from the ground up and helped bring it to life across the website, merchandise, signage, print, and digital materials.
This project was completed at my time at ASH Interactive.
The Direction
From the beginning, we wanted Roots to feel neighborly, natural, and approachable. The goal was to create something that felt connected to the products they sell and the community they serve without leaning too far into a traditional or rustic market aesthetic.
I developed a flexible visual system using typography, color, patterns, and custom folk-inspired elements that gave the brand plenty of personality beyond the primary logo.
Merchandise
I designed six T-shirts for Roots that are sold in the store and worn by employees. The designs gave me a chance to have a little more fun with the brand and explore different ways the identity could show up beyond the primary logo.
Website
I designed and structured the Roots website in Squarespace, carrying the new identity into a digital experience that felt just as welcoming as the physical store.
Since launching in July 2025, the website has received:
24K visits
19K unique visitors
54K page views
Print + Social
I extended the identity into additional everyday touchpoints, including a promotional postcard and a social graphic template for daily specials. These smaller pieces helped keep the brand consistent across both physical and digital applications.
Bravo Butcher Shop
Roots is also home to Bravo Butcher Shop, an in-store butcher concept that needed an identity of its own. I designed the Bravo logo and a T-shirt, creating something with its own personality while still feeling like it belonged inside the larger Roots brand.
