PROJECT : REAL ROOTS COMPANY IDENTITY
Develop a fictitious company that produces baby food while keeping sustainability and the environment as one focus of the company’s mission.
PARAMETERS : Create a logo and accompanying stationery that will set the tone for the entire design system which relates to image, identity and communication. Next, design a 3D packaging product that enhances the visual identity.

CONCEPT : DEVELOPMENTAL PROCESS + CRITICAL THINKING
Sustainability. Reduce. Reuse. Recycle. I found myself repeating these words as I walked around my home, waiting for that idea to sprout. The moment arrived as I stared at my 45+ baby food jars. I would develop a company that reuses baby food jars for their own product, keeping all aspects of the company at a local level.

Through extensive research and collaboration with my classmates, the seed of an idea began to germinate and grow into a company named Real Roots. The main pivot, of course, is baby food as the company will focus on cultivating change through the next generation. In order to break the cycle, we must teach our children from the beginning the importance of eating healthy while protecting the environment at the same time.

Real Roots contributes to the community by purchasing all ingredients from local certified organic farmers while also having some vegetables and herbs grown in-house. The food provided would specialize in vegetarian diets—as I found this to be a struggle.

Real Roots would be a company rooted in community that had the feeling of a family-oriented fresh market. With each purchase, one would receive a packet of seeds to encourage self-sufficiency, along with seasonal produce cards to accompany the next grocery trip. Simply bring in used baby food jars and help continue cultivating change. To go even further, all elements and products would be hand crafted in-house. The hand stamped logo embellishment reinforces the idea of being self-sufficient while portraying characteristics of being natural and hand-crafted.