Rebel Roots
Branding | Graphic Design | Business Design
Location
Europe
Date
2023
Collaboration
Alison Golcher Stone
Lucas del Tejo Gomez
Romina Correa
Through ideation and collaboration, we developed a unique concept to help young adults adopt healthier eating habits —a zine that triggered curiosity one ingredient at a time. Rebel Roots highlighted the significance of building a strong brand and the potential for growth beyond a product. It taught me the power of cultivating a compelling brand concept that resonates with the target audience and evolves over time. By focusing on a simple and concise idea, we discovered that sometimes the most effective solutions are the ones that address a small part of the problem, serving as the initial trigger for larger change. The brand became a symbol of breaking barriers, sparking exploration, and building a community united in the pursuit of health and environmental consciousness.
Our focus was on those living independently, navigating their own food choices and seeking ways to cultivate healthier lifestyles. To understand their food habits, influences, knowledge about sustainability, and barriers they faced, we conducted observations and interviews. During this process, of understanding and defining our user we discovered the significance of triggers in shaping habits.This key concept helped us find different ideas to encourage healthier eating which we later represented in a matrix to choose the one that would be most innovative and daring for a business idea.
Our brainstorming sessions led us to an unconventional approach: presenting one ingredient at a time, focusing on those that were unpopular or seasonal to promote sustainability and reduce waste. After careful consideration, we decided to create a zine as our medium of choice, providing a concise and engaging platform. The zine offered more than just recipes; it incorporated games, puzzles, coupons, and fun facts to enhance the learning experience. The star component of the zine were the characters which were based on different fruits and vegetables, giving them unique styles and personalities so that they could become collectibles.
As our idea evolved, we established Rebel Roots as an independent publisher, aspiring to be the leading platform for plant-based media. We challenged the notion that convenience and flavor had to compromise health and the environment. Every month, a new issue would be released featuring a plant rebel, guiding readers to explore simple methods of incorporating a single ingredient. Subscriptions were available on our website, and our zine could also be found in specialty food stores.
To test our concept, we launched a digital ad campaign and a physical campaign as well to gauge interest in the local community. While our product appealed to a niche audience, we recognized that those who resonated with our message would become loyal supporters. As part of our road map we aimed to grow our subscriber base through strategic brand positioning, continued creation of plant-powered content, and collaboration with like-minded partners.
Rebel Roots evolved from a prototype into a full-fledged business. We presented our idea and printed our first issue to showcase our vision to educators and potential investors. Our journey began with the desire to inspire change and encourage healthier eating habits, but it ultimately blossomed into a mission-driven enterprise, fueling a movement that embraced sustainability, well-being, and the power of printed media.
Rebel Roots exemplified how a well-defined brand and a simple yet impactful solution can lay the foundation for a much bigger movement.