Well as you know, there used to be only one type of fruit juicer or blender, or whatever you call it. Anyway, this traditional juicer uses a spinning blade to tear fruits into pieces and also their juice. But the thing is, this high speed spinning blade generates a hell of a lot heat, simultaneously ripping up fruits and, at the same time, destroying their nutrients and other good stuffs. That’s why it never catch on with the world too much. Then not long ago from now, someone came up with a new type of juicing method, called the cold-pressed. And for the first time ever, fruits and even green juice have both top the human’s most wanted food list.
“For the first time ever, fruits and green juice have both top the human’s most wanted food list.”
Taking the world by storm
I’m not trying to bore you with statistics, but just so you know that according to UK’s John Lewis, the demand for cold-pressed juices has shot up to almost 1000% within just a year (from 2012 to 2013). It seems to have taken the world by storm all on its own. But weirdly, in the middle of the most populous city in the world, there is a small shop named Roots & Bulbs, which happens to be the very first cold-pressed juice bar in London, despite the enormous popularity of cold-pressed juice. (Mind you that the Roots & Bulbs was founded on 2011).
“… the demand for cold-pressed juices has shot up to almost 1000% within just a year.”
Roots & Bulbs
Sarah Cadji, the founder of Roots & Bulbs said, “I believe in simplicity in ingredients, quality in product and incredible taste.” And this naturally leads to branding (developed by Robot Food) that is both simple and natural. Here they don’t do corporate colors. They even have a color code on their packaging. They just use whatever colors that comes out from the cold-pressed juicer.
“We created a bold but unobtrusive design, printed directly onto transparent bottles, so the drinks could speak for themselves.”
“… use whatever colors that comes out from the cold-pressed juicer.”
To dig deeper into the roots of nature, the product naming system is inspired by the arrangement of the periodic table. ‘G’ or ‘C’ simply resembles the ingredients ‘Green’ or ‘Carrot’, and the numbers represent the level of pulpiness or fruitiness. It’s all very scientific, yes, but it’s just what Sarah said, simplicity.
“… numbers represent the level of pulpiness or fruitiness.”
“We are constantly mislead by food marketing that over promises and under delivers. I can’t promise that our foods will turn you into a supermodel, but I can assure you that the produce you buy from us will always be unprocessed and real.”
Project: Roots & Bulbs
Branding by: Robot Food
Store design by: Sheridan & Co.
Place: London, UK
