Roots is a brand that was created with a lot of love and passion from Greek products. The roots are the values on which family and entrepreneurship are based and roots give the basic material of the company, the potato. The handmade process of production and the selected flavors give a gastronomic approach to the potato chips.

Our challenge was to create a brand identity which represents exactly what it is. A primary sector, with an authentic image but also with a modern means of communication. The farmer who takes care of his land and the land offering him in return its precious fruit.
The packaging series design was based on the choice of a dynamic color palette, a freestyle font, combined with the use of photography in more geometric grids.

Roots chips gourmet series, has four flavours such us the leader Potato Chips with Smoky Buffalo Flavour, Potato Chips with Florina Peppers Flavour, Potato Chips with Cheese Flavour and Potato Chips with Salt & Herbs. The production process is strictly handmade so that there is control and intervention at every stage.

Each packaging has a colour code, to be recognizable. Purple is choose for the Buffalo Flavor, red for the red Florina Peppers, smoky orange for the Cheese Flavour and green of course for Salt & Herbs.

Handmade is the key for that project and our communication approach is to build an image that the consumer wants to taste. Tasteful, crunchy, handmade, picked potato chips for their pleasure.

Roots its a family business from Serres Greece. A place with high agriculture areas and high quality products. Roots company, watching closely the entire production process, from the seed to the final packaging of the product, to make sure that everything is according to best quality.
Gourmet is an idea and a food of the highest quality and flavor, prepared with precision and presented in an artful manner.

Our mission was to communicate its values to their target audience so that they know that what they chips are the best.