BRAND DEVELOPMENT & DELIVERY
Roots Gin Shack
When the award-winning Roots Gin team sought to establish a new venue, I crafted a vibrant brand that seamlessly complemented their existing identity and set the stage for a successful launch.
Project roles
Art direction
Name & logo development
Brand strategy
Interior design & signage
Website development
Digital & large format advertising
Marketing & print collateral
Copywriting
“Tonielle assisted us with the concept design and execution of all key branding for the Roots Gin Shack.
She delivered outstanding results, guiding us with expertise and patience. Her experience in logo design, brand messaging, sales assets, and web design was invaluable.
Thoroughly recommend!”
– Louisa Leggett, Owner
When the award-winning Roots Gin team jumped on a location opportunity, they turned to me to create a brand for their new venue. We collaborated closely throughout the project, starting by defining the deliverables and timelines, then delving into the brand's development—identifying the target audience, voice, style, and values.
A key goal was to ensure the new brand complemented Roots Gin and Elemental Distillers, establishing it as a sister brand. We aimed for a look that was bold yet approachable, confident, and fun. After exploring various names, we refined the final logo design. The brand’s visual identity drew on inspiration to evoke a light, stylish, and playful vibe. Collaborating with Fold In The Map for photography, their creative input beautifully brought our vision to life.
I was excited to contribute to the venue design, optimizing the space’s flow, color scheme, and signage. My focus was on creating a high-end look while keeping the design simple, clear, and cost-effective.
Marketing and print materials featured a deep green color, spotlighting the venue’s food and drinks. The website, built on Squarespace, was designed for easy updates while maintaining style, with custom code to match the brand’s typography. We also created unique elements like tasting cards on custom wood paddles and marketing materials for tour operators.
Working closely with the owners, I helped meet tight deadlines and provided flexible support throughout the process. The result was a polished brand that thrived in its first summer, built local recognition over the winter, and was ready for another busy season.
Art Direction of the photoshoot was a lot of fun, came with a lot of challenges without a studio, and shooting during best lighting = during operating hours. Working with Fold In The Map was a delight and they did an awesome job turning concept into reality.
[◉"] Moodboard on left, final photography on the right