Rooted Broth
Studiogen, 2026
Art Director: Divyakshi Kedia
Lead Brand Designer: Jeffrey Mills
Crafting a warm, modern brand system
for a functional wellness product that
makes bone broth more convenient,
portable, and ritual-worthy
product innovation, bone broth in a tea bag, creating a more convenient way to access the nourishment, protein, and comfort of traditional broth without the prep,
storage, or cleanup.
The Challenge
Rooted Broth had a simple but highly ownable product idea: bone broth in a tea bag. The challenge was making the format immediately understandable while helping the brand feel more elevated than a supplement, more modern than traditional broth, and more nourishing than a quick convenience product.
The brand needed to educate quickly, build trust, and create a visual world that could stretch across packaging, web, social, paid media, and product education without losing warmth or clarity.
Before
The product had strong functional benefits, but the brand story needed sharper expression. Bone broth is often associated with slow cooking, health routines, or recovery culture, while tea bags suggest ease, portability, and daily ritual. Rooted Broth needed a system that could connect those two worlds in a way that felt intuitive.
After
The refreshed direction positioned Rooted Broth as a modern nourishment ritual. The brand language moved away from over-explaining wellness benefits and toward clear, human moments: work lunches, travel days, post-workout recovery, afternoon resets, and quick savory nourishment at home.
Instead of treating the product as a novelty, the strategy framed it as a daily behavior. Steep, sip, and keep moving.
Designing for warmth, function, and ease.
The creative approach balanced natural warmth with clean utility. Rooted Broth needed to feel wholesome and ingredient-led, but not rustic or overly handmade. It also needed to feel functional, but not clinical. The resulting direction used a grounded visual language built around warmth, simplicity, and appetite appeal.
The identity system emphasized clear hierarchy, product-forward storytelling, and flexible graphic moments that could support both education and conversion. Soft organic cues, warm color relationships, clean typography, and direct benefit messaging helped make the product feel approachable while giving the brand enough polish to live in a premium wellness and CPG space.
Making a new format easy to understand
Because the product behavior was unfamiliar, the design system focused on fast comprehension. Every touchpoint needed to answer the same questions in seconds: What is it? How does it work? Why would I use it? Where does it fit into my day?
This informed the web experience, social templates, and paid creative structure. Product education was broken into simple, repeatable modules: steepable broth bags, protein and collagen benefits, flavor cues, usage occasions, and preparation steps. The goal was to reduce friction without flattening the personality of the brand.
The Outcome
Rooted Broth emerged with a clearer brand story, a more flexible design system, and a stronger foundation for customer acquisition. The final system helped translate an innovative product into an easy-to-understand daily ritual, giving the brand the tools to educate, convert, and grow across channels.
Bone broth, made for the way people actually live.
9,000
customers acquired withinone quarter
41%
increase in website conversion rate within 90 days22%
increase in daily page views within 60 days17%
increase in daily sessions within 60 days20%
lower bounce rate within 30 days post-launch2x
scale-ready content and acquisition model built within6 months