Rooted is an artisan apple butter brand I created that’s all about warmth, nostalgia, and a deeper connection to where our food comes from. The concept grew from the idea of being grounded, whether in tradition, flavor, or memory, and I wanted the visuals to reflect that in a clean but earthy way. The name Rooted felt like the perfect anchor, and the logo leans into that symbolism with a custom “oo” that resembles both roots and a sprouting seed. Each flavor (Cinnamon, Maple, and Caramel) has its own hand-drawn seasonal motif, tying the variety back to nature without relying on the usual cliché imagery.
The packaging is built around balance: minimal yet textured, refined yet rustic. I chose wood-topped jars to emphasize craftsmanship and paired them with soft-touch labels and handwritten typography to keep it approachable. The gift box design uses deep, warm tones and delicate botanical illustrations to contrast the raw wood and bright apple butter hues inside. Everything, from the tag design to the layout of the flavor names, was crafted to feel thoughtful and intentional, like something you’d be excited to give or keep for yourself. Rooted isn’t just about apple butter; it’s about slowing down, tasting deliberately, and feeling connected to the little things that nourish us.
