Daily Dialogue combine functional minimalism with nature in their lunar identity for ROOTINE
Based in Germany, ROOTINE is a “friendly, uplifting brand for discerning people” that provides a series of products created with the “highest quality and functional, natural design” in mind. Their offering is divided into three categories (JUICE), (7AM) and (UPGRADE), with each existing in dedication to “the continuous creation of a holistic, high-vibration lifestyle.”
Perhaps the most straightforward, and the first product ROOTINE created upon their 2017 origin, (JUICE) is a range of natural, seasonal, organic juice shots that are cold-pressed in Munich. The brand moves in a more abstract direction with (7AM), which ROOTINE describe as “our powerful time of day,” in which meditation, thinking and the awakening of the mind take place. In the form of a tangible product, (7AM) manifests as a pack of three ‘Holy Wood’ incense sticks. (UPGRADE) functions as a line of “100% natural upgrades for your everyday life,” including an 8% Austrian CDB oil and gut-benefitting ‘Super Biotics’.
Tasked with uniting ROOTINE’s three distinctive subbrands within a singular visual identity, Munich-based creative consultancy Daily Dialogue has devised a functional yet wonderfully elegant typographic system consisting of two contrasting typefaces.
For the wordmark and accompanying top-level messaging, they chose the Medium weight of Konrad Bauer and Walter Baum’s classic Swiss sans serif Folio. It was a “great starting point and worked well with its ‘R’ and ‘O’ for the wordmark,” Daily Dialogue’s Maximilian Schachtner explains. From there, they made small customisations to “make it more modern” and added “characteristic glyphs like the brackets and numbers which are used in the logo system.” Despite their subtlety in defining each of the three subbrands, the addition of brackets proves to be an intelligent solution in administering contrast with the wordmark.
The accompanying serif, Ming, is used to define individual product names and generally provide visual opposition to the logo system. Again not satisfied with its original forms, Schachtner reveals that they “made a narrow version and redrew a lot of the numerical parts,” adding that it was “also a fun challenge to use weird typefaces and make them work.”
Alongside the typography, Daily Dialogue also incorporated subtle moon shapes in reference to how ROOTINE’s juice products are harvested in-line with the Demeter system. “It was important to create an identity that involves some spiritual moments dealing with nature and cosmos,” Schachtner adds. The moon theme continues into the off-white and black palette, which effectively allows other elements such as paper textures and illustration to shine. “We didn’t need to add more,” Schachtner tells us in reference to the bright colours of ROOTINE’s juices, while (UPGRADE)’s themes of conscious living and nutrition meant they opted for a “pharmaceutical and high-quality feeling.” Despite their lack of colour, Schachtner concludes that (7AM) is “more free and will add some colour later.”
Folio by Konrad Bauer and Walter Baum