Roots

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The client

Roots. Farm shop, Bistro, Coffee house are at 6 Pottergate in the city of Norwich. Claire Laxley and Richard Lang set up Roots with the idea of making as much of their available produce from this region. From seafood to cheese to meat and vegetables. Even the wine – which is excellent. Roots. 6 Pottergate, Norwich, Norfolk NR2 1DS Phone: 01603 920788 Hours: Tuesday 10:00 am – 11:00 pm

The project

To create a logo which reflected the Roots ethic of home made and home grown.

The challenge

Starting up a bistro from scratch is a tall order. Claire Yaxley and Richard Lang literally started from a shell of a building which all needed fitting out with kitchen areas, upstairs and downstairs, a bar and dining rooms.
They had a very clear unique selling point for Roots: they would try as hard as they could to source everything that they sold or served from this region. Hence the name Roots. So despite the chaos and the time delays on the actual building work, they had the philosophy worked out and gave us the brief to turn that into a logo.

The result

Less a logo and more an illustration, the visual identity combines hand drawn food and farming icons with the elegant typeface Sculptura.

Scott Poulson