Creative Agency: BexBrands
Project Type: Produced, Commercial Work
Client: Back to the Roots
Location: Oakland, CA
Packaging Contents: Cereals, Indoor herb and vegetable growing kits
Packaging Substrate / Materials: Paper, Corrugate
Printing Process: Offset printing
Back to the Roots is a company on a mission to get people to better understand where their food comes from. From that mission, they’ve developed two different offerings — Ready to Eat and Ready to Grow.
Our job was to help develop a more distinct and ownable Brand Identity, along with packaging that works as a family and still communicates their very different attributes.
The strength of the word mark with the hidden arrow is powerful and distinct. It follows the enthusiasm of those within the company truly trying to make the world a better place. It nods to the some of the protest art of the 70s and invites the viewer in. It is the cornerstone of all the packaging.
We deepen the knowledge of the brand through other supportive packaging elements, mostly rough, spontaneous and energetic, like telling their best friend about this revolutionary company making the coolest products.
There’s a lot going on with each package, but it engages the curious consumer, educates them about the importance of the movement to “Undo Food.”, and activates them to grow something, make your own food or just read an ingredient list.