Growing mushrooms on countertops and living room aquaculture. With a unique product line targeted at the green DIY consumer, Back to the Roots found itself struggling to quickly communicate product offering and messaging on shelf. As part of a truly grassroots effort, Back to the Roots had been designing their packaging using internal resources. And while they were indeed creating attractive designs, the work lacked a strong sense of branding or brand consistency.
Back to the Roots had become known as “the mushroom guys” but with the expansion into a second product line, a fish-tank aquaponic system, they needed to redefine themselves — and direct consumer attentions toward a consistent brand name and not a consumer-generated byproduct of a single product line.
Already firmly planted within Whole Foods Markets and other local natural food markets, Back to the Roots sought to expand product placement into a broad retailer base; from Home Depot to Nordstroms and Costco.
Since 2013, Back to the Roots has achieved the following: