Wild Root
Year:
2025
Industry:
Beverage
Scope of work:
Visual identity system
Timeline:
7 weeks
Introduction
Wild Root came to us mid-production, already brewing, but stuck on shelf with labels that looked like every other wellness drink in the cooler clinical, pale, easy to walk past. The founders wanted something that felt like it grew out of a garden rather than a lab, without losing the credibility a fermented drink needs to earn a repeat customer. We rebuilt the identity around a bold, hand-drawn wordmark and a fruit-led color system, so each flavor reads instantly from across the store.
Challenges
The biggest constraint was scalability Wild Root plans to add new flavors every few months, and a system that only works for three SKUs isn't a system, it's a one-off. We had to build a wordmark bold enough to survive a busy fruit illustration behind it, and a color logic simple enough that a future flavor could be added without a full redesign or a call to our studio.
Final thoughts
The finished system uses one confident wordmark treatment across every flavor, with color and fruit illustration doing the work of telling flavors apart. It passed our shelf test at six feet against three competitors without losing legibility, and the founders have since added two new flavors on their own, using the guidelines we handed off.
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