The Root House Cafe based in Asheville, North Carolina has successfully βveganizedβ your traditional homestyle favorites. With all of the hearty dishes you grew up with in one cozy place, the Root House aims to ensure every bite feels like homeβonly kinder.
BRAND OVERVIEW
01 BRAND STRATEGY
02 BRAND IDENTITY
03 MENU DESIGN
DELIVERABLES
The Root House Plant Based CafΓ© was born out of a deep love for Southern comfort food and a passion for sustainability. Founded by childhood friends and Asheville locals, Emma and Jake, the cafΓ© started as a pop-up during local farmersβ markets. Emma, a dedicated vegan chef, and Jake, an avid gardener, wanted to reimagine the homestyle dishes they grew up with, but in a way that was kinder to the planet and to animals.
ABOUT THE BRAND
ABOUT THE BRAND
Their mission was simple: create a space where everyone, from vegans to comfort food lovers, could gather and enjoy hearty, homestyle meals without sacrificing taste or tradition. In designing for The Root House, I wanted to evoke that familiar feel of a southern diner. To do this, I used neutral shades and classic patterns akin to a farmhouse style home.
ABOUT THE BRAND
The Root Houseβs goal for their branding was to, above all, convey a welcoming feel to their audience. To ensure this, I chose a slab serif font to convey a friendly, but professional vibe for their logo and typography. As for the brand mark, I wanted the design to remain simple and inviting. I illustrated an unintimidating, traditional home design with a spring sprouting from the chimney. This simple design feels familiar, therefore remaining inviting to a large audience.
