Rooted Living

Working with my team at Scout to build a full brand
identity and packaging system for an eco-conscious
snack company.

Working with my team at Scout to build a full brand identity and packaging system for an eco-conscious snack company.

SCOPE
Project Management
Branding
Packaging
Social Media

TEAM
Sam Marchesi, Project Lead
Josie Britt, Designer
Oliver Hu, Designer
Phoebe Lasater, Designer
Sam Steenstrup, Designer

CHALLENGE

A snack company needed a visual language that felt representative of their mission and identity.

Rooted Living creates snacks that are wrapped in compostable packaging and free of any refined ingredients. The founder approached Scout, Northeastern's student-led design studio, in advance of their first product launch in need of:

1. A refreshed brand identity system
2. Packaging for two flavors of granola
3. A library of social media assets and templates
4. Photo, video, and motion graphic content

I worked as the Project Lead, responsible for guiding my team through the creation of all deliverables. I also bridged the gap between my team of designers, Scout's Production team, and
our client.

RESEARCH & DISCOVERY

My team and I first needed to understand Rooted Living’s goals, competitors, & audience. We identified some guiding questions, and then moved into a few brand exercises.

RESEARCH & DISCOVERY

My team and I first needed to understand Rooted Living’s goals, competitors, & audience. We identified some guiding questions, and then
moved into a few brand exercises.

Above: "How might we..." questions helped us ideate design solutions.
Right: We pulled out key brand descriptors using Personality Levers.

Image 1: "How might we..." questions helped us ideate design solutions.
Image 2: We pulled out key brand descriptors using Personality Levers.

Image 1: "How might we..." questions
helped us ideate design solutions.
Image 2: We pulled out key brand
descriptors using Personality Levers.

BRAND IDENTITY DEVELOPMENT

To begin exploring brand directions, my designers created moodboards. These moodboards centered around descriptors from the Personality Levers exercise, like "celebratory"
and "conversational".

We then developed a design strategy that played off the handmade, organic nature of the product, yet still felt fun and polished, something important to our client.

BRAND IDENTITY DEVELOPMENT

To begin exploring brand directions, my designers created moodboards. These moodboards centered around descriptors from the Personality Levers exercise, like "celebratory" and "conversational".

We then developed a design strategy that played off the handmade, organic nature of the product, yet still felt fun and polished, something important to our client.

BRAND IDENTITY DEVELOPMENT

To begin exploring brand directions, my designers created moodboards. These moodboards centered around descriptors from the Personality Levers exercise, like "celebratory" and "conversational".

We then developed a design strategy that played off the handmade, organic nature of the product, yet still felt fun and polished, something important to our client.

BRAND IDENTITY DEVELOPMENT

To begin exploring brand directions, my designers created moodboards. These moodboards centered around descriptors from the Personality Levers exercise, like "celebratory" and "conversational".

We then developed a design strategy that played off the handmade, organic nature of the product, yet still felt fun and polished, something important to our client.

We presented color, type, and illustration explorations early on so that we could gather client feedback as soon as possible.

We presented color, type, and illustration explorations early on so
that we could gather client feedback as soon as possible.

I worked with one of my designers to create a bespoke illustration system that could adapt according to different use cases.

I worked with one of my designers to create a bespoke illustration system that could adapt according to different
use cases.

PACKAGING DESIGN

I approached the packaging design process similar to how I would approach designing a website. My designers listed necessary features, prioritized them, and then created user stories around our main user.

My team made wireframes, first working with paper sketches and then moving into Figma. We spent a few weeks iterating our two pouch designs based on feedback from our client and fellow Scout members, until we had designs our client was totally happy with.

TAKEAWAYS

I loved leading this project. This team was full of talented, dedicated designers who were always up for the challenge. It was exciting to watch my teammates gain exposure to new parts of the design process they were curious about, and rewarding to finally see the product on shelves.

Since this was all of our first times working on a packaging project, we had a lot to learn as we went along. Sometimes I felt in a little over my head, but I found pulling processes from my UI/UX experience to be helpful in providing structure and meaning. I'm extremely proud of what we accomplished.

TAKEAWAYS

I loved leading this project. This team was full of talented, dedicated designers who were always up for the challenge. It was exciting to watch my teammates gain exposure to new parts of the design process they were curious about, and rewarding to finally see the product on shelves.

Since this was all of our first times working on a packaging project, we had a lot to learn as we
went along. Sometimes I felt in a little over my head, but I found pulling processes from my
UI/UX experience to be helpful in providing structure and meaning. I'm extremely proud of what
we accomplished.

[email protected]