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Roots
Making traditional British foods accessible to the modern, plant based lifestyle of Gen Z.
Brand Identity
Campaign
App Design
THE BRIEF
Young Brits contain the highest number of plant-based diets and are also most likely to have a lack of cultural connection. Roots aims to make traditional British foods accessible to all diets to unite a divided nation and increase cultural awareness and pride through a social recipe app made for Gen Z and their digital-first lifestyle. The brand will launch pop up cooking lessons in student hotspots and run an advertising campaign to empower Gen Z to up their cooking confidence.
Some advertisements will focus on the raw ingredients, championing the role of British-grown vegetables in our diets. Celebrating these ingredients in this form will also help familiarise them with my disconnected users. Other campaign visuals will focus on the end product of the process, the finished meals. Displaying both types of visuals together will give the impression that it is easy to turn simple, humble ingredients into a hearty comfort meal.
