Roots on Tap

Truly Responsible Branding

Local juice and smoothie shop gets a fresh, funky facelift

When a Dallas juice and smoothie guru decided to open her first storefront, she turned to 70kft to bring her brand to life from the ground up. We started with a new name—Roots on Tap—and an image centered on a healthier cocktail alternative for “Truly Responsible Drinking.” From there, we set to work creating a cohesive brand platform to launch her new business to success.

Roots on Tap Website

Services // Design, Strategic Content, Web Development

Industry// Food & Beverage

Organically Designed, Naturally Refined

We built an identity system for Roots on Tap that included the creation of a logo, stationary, packaging, storefront design and uniforms. With vibrant colors and clean, geometric shapes, the brand’s friendly and contemporary aesthetic communicated its wholesome promise to deliver refreshing and replenishing juice blends. At the same time, we carried the naming architecture into menu creation, pairing familiar cocktail names with fresh ingredients. These fun and memorable names, including “Pear of the Dog, “Oat Fashioned,” “Cashew Driver,” and “Pom Collins,” worked systematically to advance a collective brand meaning that differentiated the new juice brand from the competition. 

Digitally Different

We rounded out Roots on Taps’ new brand with an appealing and engaging website that included an interactive menu featuring seven distinct categories of beverages. This menu allowed us to share descriptions about each type of beverage, along with 25 specific drinks and ingredients, in an easily digestible format. Additionally, we reinforced the brand’s thematic messaging in original content across the site. The result was a fresh, differentiated experience that made the new juice and smoothie brand stand out in the market.  

325 North St. Paul Street
Suite 3000
Dallas, Texas 75201

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