Brand Identity Design Case Study

ROOT & SALT.

Root & Salt reimagines an age-old ingredient for a new generation. The project repositioned an alum-based deodorant from a traditional home remedy into a modern personal care brand without changing the product itself.

01

Project Overview

Root & Salt Logo
OVERVIEW: Modern natural deodorant brand redefining alum for a younger generation.
INDUSTRY: Personal Care / FMCG / Wellness
SERVICES: Brand Strategy, Brand Identity, Packaging Design
Root & Salt reimagines an age-old ingredient for a new generation. The project focused on repositioning an alum-based deodorant from a traditional home remedy into a modern personal care brand without changing the product itself.

02

The Problem

Fitkari is trusted for its natural benefits, but its traditional image limits its appeal among younger consumers. The challenge wasn't the ingredient — it was the perception surrounding it.

03

Discovery & Strategy

Research showed that younger consumers choose personal care products through lifestyle, design, and emotional appeal — not ingredients alone. The strategy shifted the conversation from Fitkari to Alum, transforming a familiar mineral into a modern wellness experience.

Alum mineral brand visual

04

Identity System

Logo

Root & Salt orange logo
Root & Salt purple logo
Root & Salt blue banner

A clean wordmark paired with a simplified crystalline icon creates a memorable identity inspired by alum while remaining contemporary and approachable for a younger audience.

Typography

Apropal
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst
123456789
!@#$%^&*()_+
Asap
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst
123456789
!@#$%^&*()_+

Expressive display typography builds personality, while a modern secondary typeface ensures clarity across packaging and digital touchpoints.

Color Palette

#402475
#9A65FF
#FFD500

Purple creates strong brand recognition, while yellow introduces optimism and energy. Accent colours differentiate fragrance variants without compromising the master brand.

Visual Language

Bold typography, minimal layouts, vibrant colour blocking, and generous white space replace the visual clichés commonly associated with herbal products.

Photography Direction

Photography celebrates movement, confidence, and self-expression, reinforcing the brand's youthful and energetic personality across all consumer touchpoints.

05

Brand Applications

Root & Salt bottle mockup
Root & Salt packaging detail
Root & Salt packaging horizontal
Root & Salt brand identity system

The identity system extends consistently across packaging, social media, merchandise, and digital communication, creating a cohesive brand experience across every customer touchpoint.

06

Outcome

Root & Salt transforms a trusted traditional ingredient into a brand that feels relevant for today's consumers, proving that changing perception can be more powerful than changing the product.