Case Study

Case Study

Case Study

Case Study

Slo Cal Roots

Slo Cal Roots

We crafted the brand idea and unified identity for Slo Cal Roots and Root One. Drawing inspiration from the land and its people, we developed a visual and verbal system rooted in place and purpose. From storytelling pillars to design systems, we delivered a brand architecture that could stretch across locations, retail, and culture — and proudly say, “Not LA. Not the Bay.”
We crafted the brand idea and unified identity for
Slo Cal Roots and Root One. Drawing inspiration from the land and its people, we developed a visual and verbal system rooted in place and purpose. From storytelling pillars to design systems, we delivered a brand architecture that could stretch across locations, retail, and culture — and proudly say, “Not LA. Not the Bay.”

  • Identity Design

    Campaign Design

    Art Direction

    Copywriting

    Production

    Website Design

Slo Cal Roots logo design
Slo Cal Roots logo design
Slo Cal Roots logo design
Slo Cal Roots logo Morro Bay
Slo Cal Roots logo Morro Bay
Slo Cal Roots logo Morro Bay

About the work

About the work

About the work

About the work

This was more than a rebrand. It was an act of reclamation. Slo Cal Roots needed a way to stand out while staying true to their roots —the land, the people, and the patients they’ve always served. We conceived and built the brand around four pillars:

Plant (purpose)
People (reason for being)
Passion (their why)
Place (the culture of SLO)

The identity system brought warmth, color, and authenticity, setting the stage for regional expansion and community connection.
Slo Cal Roots brand design type and color
Slo Cal Roots brand design type and color
Slo Cal Roots brand design type and color
Slo Cal Roots Alpine IQ AIQ mobile app designs on iPhones

Business outcome

  • The rebrand provided immediate clarity and long-term flexibility.
  • Slo Cal Roots successfully opened a second and third location, expanded wholesale partnerships, and gained lasting recognition in the Central Coast market.

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Slo Cal Roots brand design type and color
Slo Cal Roots brand design type and color
Slo Cal Roots brand design type and color
Slo Cal Roots brand design OOH bus shelter
Slo Cal Roots brand design OOH bus shelter
Slo Cal Roots brand design OOH bus shelter
People plants passion place t-shirt design
People plants passion place t-shirt design
People plants passion place t-shirt design
Slo Cal Roots brand design spread
Slo Cal Roots brand design spread
Slo Cal Roots brand design spread
Slo Cal Roots logo canvas tote
Slo Cal Roots logo canvas tote
Slo Cal Roots logo canvas tote
Brown hair girl with printed canvas tote People plants passion place canvas
Brown hair girl with printed canvas tote People plants passion place canvas
Brown hair girl with printed canvas tote People plants passion place canvas
Slo Cal Roots print ads
Slo Cal Roots print ads
Slo Cal Roots print ads

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HUF mylar packaging
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Ty Williams black and white drawing of seagulls
Ty Williams black and white drawing of seagulls

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BRAND / DESIGN