Wilder and Root
Wilder & Root is a new plant-based meal delivery company based in the UK. They prepare chef-designed vegan meals using locally sourced produce and deliver them fresh, not frozen. The founder, a former restaurant chef, wanted to position the brand as earthy, modern, and elevated, far from the overly “eco-crunchy” style of most plant-based brands.
Figma Idle
Affinity Designer Idle
Apple Pencil Idle
UI Idle
Goal
Create a brand that feels modern, nourishing, and quietly confident. One that appeals to busy professionals who care about health and sustainability but doesn’t identify with traditional vegan branding.
Tone
The brand needed to feel premium but approachable more ”indie brand” than “corporate delivery service.” It needed to appeal to those on a middle range income who wanted to avoid fast-food for themselves and their families.
Logo Design
The logo is a key piece of this brand, building a simplistic symbol of the service provided. The background rounds to the outside to promote fullness, the middle tells the story through symbols, and the root at the bottom holds it up, it holds your hand. The logo tells a current story of the service being offered without over-complicating its solution.
Icon Design 
Logo Final Concept Design Website Design
The website embraces a middle-high quality feel with choises in typography and colour aimed at promoting healthy vegan food deliveries without swaying towards super minimalism or cheap take-away aesthetics. The layout promotes key actions whilst pulling the customer in with a range of quality dishes.
Branding
Exploring the typography, colour schemes and shapes around this brand allowed us to visualise potential logo solutions to fit our breif requirement. The result is a brand that feels grounded, earthed and ready to related to its target audience.
Branding Design Document 
