Rooted Broth
©StudioGen
Art Director: Divyakshi Kedia
Designer: Jeff Mills
Brand Identity System, Brand Positioning, Packaging Redesign,
Retail Strategy
Web Design
Marketing
Built for modern nutrition shelves, we turned Rooted Broth’s functional nourishment into a clearer, more premium brand experience.
Challenge
Rooted Broth had a strong product and early customer interest, but the brand needed more clarity to grow across retail and direct-to-consumer channels. In a crowded wellness category, the packaging did not fully communicate the product’s value, and the digital experience needed more structure to support conversion. The challenge was to make the brand feel premium and functional without becoming too clinical, while giving retailers and customers a clearer reason to understand, trust, and buy the product.
Approach
We repositioned Rooted Broth around a sharper value proposition and rebuilt the visual system to work harder across shelf, digital, and sales conversations. The packaging was redesigned for stronger shelf presence, with clearer hierarchy, more confident brand cues, and a system that could support future product extensions. Alongside the brand work, we refined pricing architecture, developed retail sales materials, and built a more structured DTC funnel so the brand could scale without losing its sense of quality or care.
Results
The repositioning helped Rooted Broth move from a promising premium product into a more scalable growth brand. Within six months, the brand secured more than 10 new retail stockists and activated both retail and direct-to-consumer channels. The work also supported a 32% increase in online and offline revenue within four months, a 21% increase in average order value within 90 days, and the launch of two new flavors based on customer demand insights.
