Rootwell

Rootwell is a modern apothecary supplement brand concept, inspired by the nutritional, emotional and cultural role that plants play in our lives.

The challenge

The wellness, beauty and lifestyle sectors are evolving in tandem, driven by community. Within these markets, consumer make decisions based on emotions, aspirations, and a sense of belonging that a brand conveys. Standout brands need to create truly authentic experiences to capture attention in what is not only a saturated space, but also a fast-paced one. Not only do they need to stand out in a sea of sameness, where content has a shorter life span than ever before, but they also need to build trust with more skeptical and savvy audiences.

The solution

Rootwell is a concept which responds to these challenges which natural and ethical wellness brands face today, with a bold visual direction tapping into emotional design to make a mark digitally. Minimalist logo and packaging decisions have almost ‘undone’ the classic heavily branded treatment, seeking to convey a cleaner approach to wellness and nutrition. Bold use of playful, human-centeric and sensory imagery with heavy textural grain, Rootwell appeals by feeling tactile, real, authentic – inherently human. Rootwell is wellness, at the root.

Scope

Art direction, Brand design, Concept design, Creative direction, Digital design, Packaging design, Social media design

82%

of consumers say design creates emotional connection with brands. This is especially relevant for wellness, skincare and beauty brands with a lifestyle positioning. (Source)

A white bottle containing capsules labeled 'rootwell daily' and 'complete multi detox supplement 30 capsules' against a marble surface background.

A collage featuring a close-up of an orange slice, capsules or pills, a flower with a dark background, a bottle of supplement powder, and some loose powder on a surface.

Imagining a brand world. For this project, art direction was key in leading the visual style, setting the tone to help convey the essence and ethos of this brand and its three core products.

Collage of various images including a glass of whiskey, sliced green apples, a person's eye, a person's face, a pink supplement bottle, and ground turmeric.

Collage of various abstract images: a close-up of a sleeping person's face, green powder, orange bubbles in liquid, black textured pattern, a yellow and red pepper, pills in a container, and beige pills on a white surface.

A purple container of Rootwell Daily energy supplement capsules with a hand holding capsules, surrounded by green leaves.

Close-up of a person with lips slightly parted, holding a capsule pill between their teeth, with text overlay indicating '48%' and description of whey protein and beetroot supplement for muscle recovery and oxygen efficiency.

Collage of nine images, including a person sleeping, green powder, orange bubbles in liquid, medication bottle, a partially eaten orange fruit, white pills, black textured surface, and a cream-colored item.

A purple bottle labeled 'rootwell daily' with a picture of capsules inside, described as an energy cell repair supplement containing 30 capsules, set against a yellow background with dark, leafy plant.

A pink container labeled 'rootwell daily' containing capsules of a gut microbe supplement for digestion.

A purple bottle of Rootwell Daily energy cell repair supplement capsules being held in a person's hand.

A hand holding a bottle of Rootwell Daily gut microbe supplement capsules in a blurred background featuring a person's bare torso.

A hand holding a clear plastic container of Rootwell Daily multivitamin capsules, with a white label featuring minimalist design and small black text.

63%

of consumers are more likely to engage with brands with consistent visual identity – hence the value of investing in design. (Source) Rootwell uses design as a vehicle to inspire and inform, opting for a cohesive expression which seamlessly combines sensory and data-driven.

Large outdoor advertisement for wellness products featuring a purple supplement bottle, a woman's face with pills on her lips, and various supplement bottles, with the text 'Rooted in Wellness'.

Billboard on a brick wall featuring a woman with closed eyes and a purple supplement bottle with capsules.

Design takeaways

Value of emotional and sensory design. With over a decade of design experience now under my belt, the industries and projects I often gravitate back to are those where emotional and sensory design ideas can flourish – as these have a direct link to building community and culture.
Passion for wellness. Though conceptual, creating Rootwell from scratch has been an opportunity to dive deeper researching the wellness, beauty & lifestyle sectors, and hone many skills including art direction, logo and packaging design and copywriting.

Let’s work together

If you have a similar project you’d love a new design perspective on, get in touch with me at hello@chromakane.com – I look forward to finding out about your brand’s story.