CLIENT:
Rootcos
INDUSTRY:
FMCG
TEAM:
Parentheses Studio
ROLE:
Lead Designer
SERVICES:
Visual identity
Packaging
Art Direction
Print Design
Digital Design
Let's get to the Rootcos
The visionary founders behind Deconstruct Skincare, a leading science-driven skincare range, set out to create Rootcos, India's first scalp-care brand. With Rootcos, they envisioned a trendsetting approach of considering scalp care as equilvalent to skin care, bringing consumers a transformative experience that transcends traditional hair maintenance.
The challenge was to create a brand identity and packaging solution that captures Rootcos's science-backed approach while making a strong entry into the hair care market, especially in a brick-and-mortar retail setting.
BRAND IDENTITY AND
VISUAL DESIGN
The task was to create a disruptive brand in a new and upcoming category.
To differentiate itself from the sea of technical, minimally designed haircare serum packaging on retail shelves, Rootcos employs bright, vibrant Pantones across its product packaging.
The packaging demands shelf presence and captures attention and speaks to youth of all genders.
The Rootcos logo is a wordmark built atop the typeface "Basteleur Moonlight" with a modified "r" and "t", and tilted "o's" to mimic drops of the product within.
COLOUR PALETTE
AND TYPOGRAPHY
After extensive proofing and testing, each product of RootCos has been assigned a signature color. These signature colors must always be used in coherence with their respective product.
The palette as a whole is designed to be flexible, allowing for expansion as the product range grows.
To visually convey a minimal, no-fuss, science-driven approach, the design remains clean and simple, with clinical sans-serif typefaces reinforcing the brand’s scientific foundation.
GRAPHIC ELEMENTS
Rootcos introduces a 3-2-1-Done! guarantee—3 months, 2 key ingredients, and 1 problem solved.
Visualising this promise allowed for a touch of whimsy and visual intrigue, leading to the creation of a graphic seal featuring playful, handwritten fonts while still aligning with the overall design aesthetic.
All graphics designed had to be minimal in their approach and UI elements were often referenced and researched to assist in designing elements that looked like icons, tabs or buttons, reimagined to suit a packaging context.
COPYWRITING
A major part of driving the vibrance and quirkiness of the Rootcos brand, is a tone of voice that is opinionated and progressive, but not preachy.
It is young, fun, and in the consumers' corner, fighting the status quo with them, sharing scientific knowledge with them, and being upfront in leading them to the solution of their problems.
ART DIRECTION
& PHOTOGRAPHY
The product photography is crucial to conveying the fun, quirky tone of voice adopted, showcasing the products in use and creating recall with their signature colours. The backdrops and product setting remain clean and minimal to convey the clinical brand essence.
WEBSITE &
SOCIAL MEDIA
In addition to the shelf presence, we extended Rootcos's vibrant personality into its digital presence. The playful website experience, combined with rich science-backed content, fosters a sense of trust and innovation, as well as providing a smooth e-retail experience.
Credits:
Design Team: Parentheses Studio
Copywriting & Research: Rough Paper Creative
Photography: Crafted Pixel Works Studio
Hair & Makeup: Hair by Shaad
COLOUR PALETTE AND TYPOGRAPHY
After extensive proofing and testing, each product of RootCos has been assigned a signature color. These signature colors must always be used in coherence with their respective product.
The palette as a whole is designed to be flexible, allowing for expansion as the product range grows.
To visually convey a minimal, no-fuss, science-driven approach, the design remains clean and simple, with clinical sans-serif typefaces reinforcing the brand’s scientific foundation.
BRAND IDENTITY AND VISUAL DESIGN
The task was to create a disruptive brand in a new and upcoming category.
To differentiate itself from the sea of technical, minimally designed haircare serum packaging on retail shelves, Rootcos employs bright, vibrant Pantones across its product packaging.
The packaging demands shelf presence and captures attention and speaks to youth of all genders.
The Rootcos logo is a wordmark built atop the typeface "Basteleur Moonlight" with a modified "r" and "t", and tilted "o's" to mimic drops of the product within.
GRAPHIC ELEMENTS
Rootcos introduces a 3-2-1-Done! guarantee—3 months, 2 key ingredients, and 1 problem solved.
Visualising this promise allowed for a touch of whimsy and visual intrigue, leading to the creation of a graphic seal featuring playful, handwritten fonts while still aligning with the overall design aesthetic.
All graphics designed had to be minimal in their approach and UI elements were often referenced and researched to assist in designing elements that looked like icons, tabs or buttons, reimagined to suit a packaging context.
WEBSITE & SOCIAL MEDIA
In addition to the shelf presence, we extended Rootcos's vibrant personality into its digital presence. The playful website experience, combined with rich science-backed content, fosters a sense of trust and innovation, as well as providing a smooth e-retail experience.
Credits:
Design Team: Parentheses Studio
Copywriting & Research: Rough Paper Creative
Photography: Crafted Pixel Works Studio
Hair & Makeup: Hair by Shaad
ART DIRECTION & PHOTOGRAPHY
The product photography is crucial to conveying the fun, quirky tone of voice adopted, showcasing the products in use and creating recall with their signature colours. The backdrops and product setting remain clean and minimal to convey the clinical brand essence.
COPYWRITING
A major part of driving the vibrance and quirkiness of the Rootcos brand, is a tone of voice that is opinionated and progressive, but not preachy.
It is young, fun, and in the consumers' corner, fighting the status quo with them, sharing scientific knowledge with them, and being upfront in leading them to the solution of their problems.
CLIENT:
Rootcos
INDUSTRY:
FMCG
TEAM:
Parentheses Studio
ROLE:
Lead Designer
SERVICES:
Visual identity
Packaging
Art Direction
Print Design
Digital Design
Let's get to the Rootcos
The visionary founders behind Deconstruct Skincare, a leading science-driven skincare range, set out to create Rootcos, India's first scalp-care brand. With Rootcos, they envisioned a trendsetting approach of considering scalp care as equilvalent to skin care, bringing consumers a transformative experience that transcends traditional hair maintenance.
The challenge was to create a brand identity and packaging solution that captures Rootcos's science-backed approach while making a strong entry into the hair care market, especially in a brick-and-mortar retail setting.
