Roaming Roots

Scope: Brand identity, illustration, vehicle graphics, website design, social content

View the Website

Role: Brand Designer, Website Designer, & Illustrator (Freelance)

Brand Identity · Illustration · Digital & Environmental Design

Roaming Roots is a mobile plant nursery that brings curated plants and horticultural expertise directly to homes and businesses.

The brand identity was designed to feel organic, welcoming, and community-focused, reflecting the educational and personal nature of plant care.

The project included developing a cohesive brand system spanning identity design, botanical illustration, website design, and environmental graphics.

The Challenge

Traditional nurseries often rely on outdated branding and retail-focused experiences. Roaming Roots needed a brand that could support a mobile, service-driven model while remaining approachable and rooted in nature.

The identity needed to:

• feel welcoming and educational
• translate across digital and physical touchpoints
• support plant sales, consultations, and community events

Brand Identity
& Illustration

To reinforce the brand’s connection to nature, I created a set of botanical icons inspired by flowers, pollinators, and plant forms.
These illustrations serve as a flexible visual language used across:
• social media highlights
• packaging and printed materials
• marketing graphics and educational content
The system allows the brand to remain playful and recognizable while supporting a wide range of plant categories and seasonal offerings.

My Role

I led the development of the Roaming Roots visual identity, creating a cohesive system that could extend across digital platforms, printed materials, and environmental graphics.

Key contributions included:

• designing the brand identity and logo system
• developing a botanical illustration library
• designing the website experience and digital assets
• creating marketing graphics and social media content
• designing environmental graphics including vehicle branding

Environmental
& Vehicle Graphics

To support the brand’s mobile nursery model, I designed environmental graphics for the company’s delivery truck.

The design transforms the vehicle into a moving brand touchpoint, using bold botanical illustrations and vibrant colors to create a recognizable presence throughout the community.