Case Study
Linen & Roots
Brand Identity • Visual System • Web Design • Experiential Activation • Wellness Positioning
01. Project Overview
Linen & Roots is a wellness consultation brand providing practitioner-backed holistic guidance through seasonal meal plans, a wellness cookbook, a garden guide, a guided journal, and educational resources.
The company needed a cohesive visual identity and multi-platform design system to support its expanding suite of products. My role was to create the foundational brand system, digital presence, and experiential elements that communicate the simplicity and clarity at the heart of its wellness philosophy.
02. Role & Scope
I served as the lead creative partner responsible for developing the core identity and integrated brand experience.
Responsibilities
Brand Identity Development
Visual System + Guidelines
Web Design & User Experience
Seasonal Meal Plan & Recipe Layouts
Cookbook + Journal Aesthetic Direction
Photography Direction
Experiential Booth Design
Creative Strategy + Positioning
Marketing Collateral Development
My role covered all major visual and strategic touchpoints across the brand.
03. The Challenge
Linen & Roots needed a brand that balanced clean simplicity with the richness of seasonal ingredients and the depth of practitioner-backed wellness guidance.
The challenge was to create a visual system that felt premium but accessible, minimal but warm, and holistic without feeling overwhelming. Additionally, multiple product formats (meal plans, cookbooks, journals, guides) required a system that remained cohesive across varying types of content.
04. The Approach
I developed a clarity-first brand system rooted in simplicity, nature, and functional design.
Brand foundations
Minimal, modern logo + logomark system
Neutral palette allowing produce and environmental imagery to stand out
Clean, legible type hierarchy for educational wellness content
Photography direction centered on natural light, freshness, and texture
Cross-Platform Creative Direction
Cohesive layout systems for meal plans, cookbooks, and journals
Flexible template structure adaptable to both longform and shortform materials
Brand consistency across digital, print, and experiential touchpoints
digital experience
A clear, streamlined website reflecting the brand’s accessible wellness ethos
Easy-to-navigate product pathways
Ingredient-forward imagery supporting the educational content
Workflow Optimization
To extend the brand into a live environment, I designed a full immersive booth for a women’s wellness conference featuring:
A produce-based floral installation
A hand-painted banner
A soup tasting station for product engagement
A hanging art installation built from natural, found materials
These elements created a multi-sensory expression of the brand’s connection to seasonal living and whole-food wellness.
05. The Solution
experiential design
Branded, multi-sensory event experience
Story-driven environmental design
Installations that brought the wellness philosophy to life
digital + print materials
Website design
Seasonal meal plans
Recipe cards
Culinary photography direction
Wellness journal and guide layouts
Marketing and promotional collateral
Brand Identity + Systems
Clean, premium logo + mark
Color palette grounded in natural neutrals
Flexible grid and spacing system
Clear, instructional typography to support educational content
06. impact
The new brand system significantly improved clarity and cohesion across all of Linen & Roots’ materials — including meal plans, journals, guides, and digital resources. By unifying the visual language under a clean, ingredient-forward identity, the brand became easier to navigate, more professional, and far more credible within the wellness space.
Engagement with educational materials increased due to simplified layout structures and improved readability, and the refined visual guidelines strengthened brand recognition across print, digital, and in-person environments. The experiential conference booth further amplified audience connection, creating meaningful interaction and reinforcing the brand’s holistic wellness ethos.
07. outcomes
The rebrand established a durable creative foundation that expanded what Linen & Roots is able to offer and how it is perceived within the wellness industry. With a cohesive identity and polished digital presence in place, the brand is now positioned for broader opportunities—including future product development, partnerships with wellness practitioners, expanded seasonal offerings, and larger-scale educational content.
The system supports consistent production of recipe books, journals, and guides, reducing creative friction and enabling smoother growth. Ultimately, the work elevated Linen & Roots from a small wellness concept into a fully realized, scalable brand equipped for long-term expansion and deeper industry credibility.