SELECTED PROJECT
Local Roots Shop
Branding, Logo
Local Roots Shop, opening in 2025 in Greencastle, PA, brings together books, plants, and vintage charm with a timeless brand identity featuring a custom logo, moodboards, and brand sheet.
What needed to change
The shop needed a visual identity that could balance two worlds—literary heritage and natural wonder—while appealing to a broad audience of book lovers, plant enthusiasts, and vintage collectors. The logo and supporting brand assets needed to feel inviting, timeless, and aligned with the shop’s vision of becoming a community hub.
The direction
We delivered a Logo Design package, complete with moodboards and a brand sheet. Our process included: Moodboards — Two visual directions exploring typography inspired by classic libraries and imagery rooted in botanical illustration.Logo Design — A mark that evokes the intertwining of bookshelves and vines, symbolizing knowledge and growth.Brand Sheet — A simple one-page guide outlining color palettes, typography, and usage to ensure a consistent look across signage, packaging, and social media.
The work
Selected images from this project.
What changed
The final identity gave Local Roots Shop a cohesive, professional foundation for their launch. The logo’s organic yet structured design reinforced their dual focus, while the moodboards and brand sheet provided clear direction for extending the brand across both digital and physical touchpoints.
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