I’ve been working with Roots Kitchen & cannery since it’s inception in 2012 when I developed the product labels and logo they continue to use today. Their iconic beet logo began as a hand-carved linocut that was then vectorized to maintain it’s organic quality, while the jam and pickle labels feature vibrant color blocking and a bold minimalist font inspired by pennant flags.

In 2025 I conducted a massive re-design of their website to reflect the evolving spirit of this homegrown company. With a fresh color pallet of complimentary hues and abstract shapes inspired by splashes of their delicious jam, I transformed their established branding into something striking and modern.

And after years of standard product photos I refreshed their online shopping experience with graphic food photography and whimsical illustrations of the fruits and veggies that inspired it all.