Roots Pizza
Refreshed branding and website for the Quad Cities Style pizzeria that’s become a Chicago staple.
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Photography first
We started with a photoshoot for a DiningOut cover story that captured the Roots experience–family style portions of feel good food and the red plastic cups that everybody’s childhood pizza joint served Coke in.
Voice and tone
After 10 years and 4 locations, the Roots messaging was due for an update, shifting from the boisterous tone of the new kid in town trying to make a splash.
The new voice takes its character from the midwestern, salt of the earth waiters that have been serving for years with a smile on their face.
The digital experience
Our approach to the website was to place the user at the table to give a strong sense of what makes Roots, Roots. This experience had to translate to mobile with usability being paramount and seamlessly integrating with the order online app.
