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Rooted Farmers is a farm and hub supertool that helps farmers manage, market, and sell their specialty crops. Amelia Ihlo, a flower farmer herself, originally started Rooted Farmers in 2019 for flower farms and hubs. By 2025 Rooted Farmers was expanding to serve food and flower growers. With this audience shift, Rooted Farmers needed to update their brand identity to appeal to an evolving audience. Their original Rooted identity keyed off of flowers and flower farmers (mostly women). With food farms and hubs, you have a much broader audience in terms of age, gender, ethnicity, and technology fluency.
Rooted Farmers connected with us at Hoodzpah to tackle this exciting rebrand. We worked with their team to create a new identity that feels approachable, genuine, and charming, while appealing to their diverse farmer community. The farming industry is often mistrusting of tech, so it was important that this identity be farmer-focused, not another tech-sleek Saas brand focusing only on product features. Rooted Farmers users on average save 8 hours per week using their SAAS tools, and 90% of sellers increased sales by 50% since joining. Our goal was to create a brand that engendered trust and highlighted the undeniable benefits.
— Strategy & Creative Direction
— Logo Identity & Animation
— Type, Color, and Visual Language System
— Investor Deck
— Web Design
— Brand Guidelines
— Social Media Templates
— Merch Design
— Explainer Video
Amy Hood: Creative Direction and Brand Design
Jennifer Hood: Creative Direction, Copywriting, and Web Design
Jose Sojo: Brand Design, Portfolio Motion, Explainer Video Motion
Chris Maher: Logo Animations
Michell Havemann: Web Development
Rooted Farmers’ original logo featured watercolor-esque flowers and a bodoni-style font. We wanted to honor the original core audience of flower farms and hubs that this product originally served. So our new logo features Daisy the Cow, whose tail features a charming daisy. This visual story shows how Rooted now serves flower and food growers. The logo uses an original Hoodzpah typeface, Chester Place (coming soon). The bold letterforms and flare serifs have a heritage quality that feels genuine and unpretentious.
Rooted Farmers new color palette keys off of a deep Kale and a vibrant Persimmon.
Old farmers’ almanacs and seed sacks were a big part of the inspiration behind our custom borders for Rooted Farmers. These borders are used across social and deck templates, adding visual interest easily.
Selections from the moodboard
Hoodzpah provided copy editing and design services to create engaging and easy to update investor decks.
A huge part of our role was helping Rooted simplifying messaging around what their product solved for their audience. The explainer video pulls this off, helping farmers understand how easy Rooted Farmers is to setup and use.
To help people quickly understand how Rooted works, we created a series of UI interpretations. They show slightly stylized examples of core features like invoice automation, order management, marketing tools, and analytics in a clear and approachable way.
We wanted the merch to celebrate farm life, not just slap the logo on a bunch of products. Taglines like “my other car is a tractor” and “my office has better sunrisees than yours” were a big hit with customers.
We helped Rooted redesign a handful of core web pages. Their in-house team then carried the torch, applying the new visual identity elements across the full site.
“It is so hard to put into words what working with Jen, Amy, and the whole Hoodzpah team has meant for us! Their energy, enthusiasm, and mind-blowing creativity have brought life to our branding, and their attention to detail left no stone unturned. They managed to transform our internal mission and vision into a holistic brand identity and voice, making for a smoother transition than we ever could have imagined! We can’t say enough great things about working with Hoodzpah – it is one of the best investments we’ve ever made!
– Amelia Ihlo, Founder of Rooted Farmers
