Seeking an elevated yet inviting identity, we infused warmth into every aspect of the brand for The Roving Root. We opted for a classic serif font, using lowercase for an approachable and contemporary vibe. We italicized 'roving,' for a sense of movement and fluidity, while 'root' maintains its straight and sturdy form. To add some earthy authenticity, we selected a turnip to infuse natural textures. The root veggie introduces a playful charm.