Roots Food

Changing the world through food.

NelNel partnered on

A new brand, from strategy to delivery across every part of the business. Everywhere.


Roots is a newcomer lead initiative that connects people and culture through the power of delicious, affordable and healthy vegetarian food. Roots Foods enables newcomers to access the job market through the collaborative work of making delicious and vegetarian food. In this process they aim to shift narratives surrounding migration and cultural diversity.

Syrian Roots, connecting people through the love of food

Roots asked NelNel to conceptualize and design its visual brand identity. The challenge for Roots was to create a brand that represented its authentic, Syrian character as well as its young, ambitious drive to become a national success.

Together with Roots, we reshaped its brand into one that lives from button to billboard. We made a brand that is able to keep up with the ambitions of Roots, while safeguarding the truly unique story behind this social enterprise.


Concept / Logo design / Brand Strategy / Branding / Webdesign / Brand Guide


Roots Food