#animation
#webdesign
#visualdesign
#backtotheroots
Back To The Roots is an Oakland startup focused on fresh organic food, grown at home instead of a lab. They needed a fun way to introduce their new branding direction to both consumers and partners. A microsite that would focus on their updated logo, brand colors and typography; while also calling out their new package designs. To keep the microsite fun and engaging, animations and doodles were used to help bring the brand manifesto to life.
The first challenge was understanding who Back to the Roots currently is and whom they want to be. Something molded through experience with a new look and voice. Using both the old and new, wireframes were created to combine a brand manifesto, colors and a logo into an integrated brand vision. Announcing to all, "look at me", “I’m here" and "I have something to say."
Pantone Solid 3125
#00adbb
Pantone Solid 3145
#008894
Pantone Solid 7408
#fcba31
Pantone Solid
Orange 021
#f17830
Pantone Solid 465
#b6925b
Pantone Solid 2347
#e7222e
Pantone Solid 2075
#8568ab
Macro Regular
Festivo Mini
It was decided early on to keep things interesting, fun and engaging. Hand drawn copy and doodles can make even an ordinary product look interesting. This concept lent itself well to the many products of Back to the Roots by highlighting their hidden features. A few doodles and many storyboards later, it was time to use CSS animation on SVG sprites. Helping to keep the image heavy microsite as light as possible while giving it a much needed personality.
A decaying logo returns to the
earth and sprouts a new look
Vibrant organic food should
be celebrated
Don’t complicate good food
Strike flavor gold
With growth comes wonder
Spoon-fed smiles
Provide for more then yourself
More taste comes naturally
Plant a seed, spread the word
Blasted out across all social media platforms, the microsite was able to gain traction. Successfully introducing a new branding direction, a transition from old to new and featuring new products; all while staying down to earth and keeping users engaged with fun doodles and animations.
