Client: The ARK Collection
Scope: Brand Strategy, Visual Identity
Project type: Teamwork
Year: 2021
Enroot is a rebranding concept developed in collaboration with a group of students at KEA for the vegan fine-dining restaurant group Ark Collection. The owner tasked us with creating a brand hierarchy and a mother brand for the collection of restaurants. We conducted extensive research on the vegan food industry, fine-dining restaurants, and current trends. We also investigated the Ark Collection to identify its values and brand personality. My main role was to conduct research, create a logotype and finalise the brand expression through a brand book.
‘Enroot’ means to establish by fixing roots in the earth. The name implies the restaurant’s aspirations: to provide value for individuals and communities and show how a simple plant can be crafted into a tasty meal. The logo for Enroot mirrors the brand personality – it is strong, organic, welcoming, and modern. The rebranding concept was well-received by the owner of 'Ark Collection' and has since been featured in KEA's official journal.
