Prime Roots
Prime Roots
A fresh slice of something nice.
Prime Roots is a Californian food company doing deli-meat differently. Offering healthier and more sustainable plant-based products, Prime Roots isn’t just changing their ingredients, they’re changing the game. When they approached us for a branding and packaging refresh, they were facing a few key challenges: low awareness of Koji, their main ingredient, and a common perception among consumers that food made by “food tech” companies was generally unappetizing. We evolved the brand to further lean on the love of nostalgic deli culture and culinary exploration while correcting practical design issues that affect the IRL consumer experience. Finding the sweet spot between the familiar deli experience and a new healthy horizon, we created a brand that felt fresh, modern, and rooted in great taste.
Services:
Inspired by deli culture and our favourite retro diners, we leaned into bold, nostalgic colour palettes, fonts, and graphic elements.
Prime Roots has since been featured in Netflix’s documentary “You Are What You Eat: The Twin Experiment.”
