INTRODUCTION
Groots is a Danish healthy-eating concept restaurant specializing in fresh salad bowls, sandwiches, and local delicacies. Aimed at health-conscious individuals aged 16 to 45, Groots sought to develop a cohesive brand identity that highlighted the quality of their meals and the lifestyle benefits of healthy eating.
Challenge
The restaurant, originally named Roots, needed a rebrand to better communicate its commitment to fresh, wholesome meals and to resonate more strongly with its target audience. The existing brand identity lacked impact, and the name “Roots” did not fully capture the restaurant’s unique positioning. A comprehensive rebranding effort was required to align the visual and verbal identity with the restaurant’s core values.
Solution
We began by analyzing the existing brand elements and identifying opportunities for improvement. The name “Groots” was chosen to replace “Roots,” providing a fresh, memorable identity that still retained a connection to the original brand. The new name, inspired by the concept of growth and strength, effectively differentiated the restaurant in a competitive market.
After finalizing the name, we refined the logo to better represent Groots’ commitment to healthy living. Several design iterations were developed, with subtle adjustments to typography and visual elements. The chosen logo, modern yet approachable, became the cornerstone of the new brand identity.
We then extended this visual identity across all brand touchpoints, including menus, promotional flyers, loyalty cards, and stickers. Realistic imagery of Groots’ offerings was integrated into the design to create a strong visual connection with the target audience. This approach not only enhanced the brand’s appeal but also helped set clear expectations for customers, reinforcing the restaurant’s commitment to quality and freshness.
The comprehensive rebranding process culminated in a unified visual and verbal identity that effectively communicated Groots’ mission and values. The rebrand positioned the restaurant as a leader in the healthy-eating segment, attracting its target demographic with a clear and compelling message. The gallery will showcase the transformation from the old “Roots” branding to the new “Groots” identity, highlighting the evolution and impact of the rebrand.
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