Roots is a hand-made, sustainable furniture brand focusing on the UK and USA markets, targeting millennial homeowners. The sustainability aspect of the brand was approached through a green and cream colour palette, and the use of organic shapes to signify a hand-made, natural product. The logos are complemented by playful fonts as to not give the brand too much of a serious position in the market. The logo has multiple variations to give Roots the ability to display their brand in multiple settings and on all types of furniture, regardless of size and shape.