Roots
Roots is a high-end interior design company specialising in bespoke fixtures, fittings, and furniture for an elite clientele. Their projects, typically exceeding £100k, demand a brand that reflects luxury, precision, and exclusivity.
The goal was to craft a refined, understated identity that allowed the exceptional design work to take centre stage while reinforcing Roots’ reputation for quality and trust.
Roots' clientele consists of wealthy individuals and high-end businesses within London’s luxury property market, requiring a brand that exudes sophistication and exclusivity while maintaining a discreet, less-is-more aesthetic. The challenge was to design an identity that complemented rather than competed with the interior photography, using clean, minimal, and timeless design with typography and materials that reflected craftsmanship and precision.
The brand identity was built around elegant typography, a restrained colour palette, and a distinctive icon mark, subtly referencing architecture and home design. A monochrome aesthetic allowed photography to take centre stage, while a structured layout with careful use of whitespace ensured a refined, premium feel. A full stationery set, a coffee-table-style brochure, and a minimalist website mockup were created, using stock imagery as placeholders to showcase how case studies and portfolio pieces would shine.
The new identity positioned Roots as a luxury interior design firm, reinforcing credibility and exclusivity. The stationery set and brochure elevated client interactions, making them feel premium and polished, while the website mockup demonstrated a seamless translation of the brand into digital, ensuring a cohesive, timeless identity that aligns with the high-end nature of Roots’ work.
The identity was heavily influenced by minimalist fashion and architecture brands, ensuring a modern yet timeless appeal. The restrained use of typography, colour, and space allowed the interiors themselves to be the focal point. The design system was carefully structured to evoke precision, craftsmanship, and high-end design, mirroring Roots’ approach to interiors.
“Simplicity is the ultimate sophistication.”
- Leonardo da Vinci
The branding was designed to be versatile across digital and print, ensuring a seamless experience whether viewed in a high-quality brochure, on business stationery, or online. The discreet yet recognisable identity created a strong visual presence while maintaining an air of exclusivity—key for attracting high-value clients in the competitive luxury interiors market.
