Rootstock

Designing and operating a system to connect eaters to regenerative agriculture

Rootstock is a fresh food club that sources directly from exceptional local farms to deliver peak-flavor, nutrient-rich produce—and a deeper connection to where it comes from. I designed and helped run Rootstock, contributing across brand, commerce, storytelling, and community while keeping a systems-level view of the experience end to end.

I designed the Rootstock brand and identity, including the logo and visual system, as well as packaging and labeling. I also created a wide range of promotional materials across print and digital channels.

On the commerce and operations side, I designed and managed the Shopify site, developed the membership structure and ordering flows, and handled merchandising across highly seasonal inventory.

I was also responsible for storytelling and content, producing the weekly Rootstock Gazette newsletter, conducting farmer interviews, and writing long-form and educational content about varietals, growing practices, and seasonality.

To support promotion and community-building, I designed flyers, cards, inserts, signage, and event materials, including tasting guides. Across all of this work, copy and visuals were designed to build trust, encourage repeat engagement, and reflect the realities of seasonal, regenerative agriculture.

Design Approach

Rather than designing a complete system upfront, I approached Rootstock as a system that emerged through making. I maintained an awareness of the whole while working on individual parts—brand, commerce, operations, and storytelling—allowing the system to take shape through real constraints, feedback, and use.

The work prioritized variability over artificial consistency, balanced clarity with honesty about seasonality and supply, and avoided the fiction of “perfect” produce in favor of trust and transparency.