Roots Interior Design Identity
Art direction, Design, Animation
Roots is a luxury interior design company specialising in sourcing bespoke fixtures, fittings, features and furniture. They are perfectionists and experts in their craft, well known for their attention to detail and unique style, whilst believing in a less is more approach.
Conceptual project to create an interior brand identity across both print and digital platforms, reflective of who they are for their high-end clientele.
The overall identity follows a less is more approach, letting the photography of Root's work do the talking, whilst using horizontal and vertical lines as a secondary focal point.
Quality is instilled by using a serif typeface for the logo. Elements in the letter forms are carved out to reflect craftsmanship, but only subtly due to the following a less is more approach.
The secondary focal point was derived from the brand’s name & personality. The lines symbolise roots, growing deep into the ground, representing the brand’s deep-rooted expertise and foundational knowledge in interior design.
