Rootina
A fast casual restaurant in Madrid, serving food that's worth repeating.
Hospitality
Naming / Branding / Illustration / Print / Digital
The story behind Rootina
Rootina is a fast casual concept built around a simple idea: Food worth repeating.
Rootina is a place you can come back to every day and find something new; it's designed to earn a spot in your weekly routine. This is what led us to the distinct and memorable name, bringing together root in English (a nod to fresh, wholesome ingredients) and rutina (the Spanish word for routine).
The visual identity captures the energy of the space. At its centre is a wordmark with personality: the two o’s sit with a bounce to them, and the letters lean into italics to match the pace of the restaurant.
The graphic identity takes its cue from tape. Functional and familiar, it's something you'd find in any home or kitchen. We took this everyday object and elevated it into a set of bespoke illustrations, while also using it as a practical device throughout the system: underlining titles, framing images, holding everything together.
Credits
Dennis
Creative Direction: Josh Nathanson
Design: Alma Mariscal
Design: Marina Coll
PM: Osvaldo Miranda
Photography: Alma Mariscal, Erlantz Biderbost, Sobremesa Project
Interior Design: Nestor Marcos
Social Media: Sobremesa Project
Consultants: Ansón+Bonet
Client: Damien Divenot
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