Rooted water

FOUNDER | 2020 to April 2022

As the visionary behind Rooted Water, a new natural sports beverage concept, I was instrumental in the development and launch of this unique product concept. I crafted a brand and product that aligns with consumers' desire for premium, organic, and clean ingredient consumer packaged goods. I collaborated with industry experts to research, test, and perfect the ingredients, creating a delicious and shelf-stable product. I also researched and designed sustainable packaging options that reflect our brand aesthetic and values across all printed and digital assets. Through intensive research of industry trends, consumer demands, and nutritional benefits, I aggregated data to create a product that is highly desirable and marketable. To promote growth, I developed strategic marketing plans that leverage organic reach on leading social media platforms. With the initial concept pitches, Rooted Water generated interest and potential customers at leading luxury fitness facilities and health food cafes across the country. Though due to supply chain issues caused by the pandemic, our key ingredient became unattainable, we are eagerly looking forward to the day that we can reboot Rooted Water and bring it to market.

brand & packaging development

**Design Development**
When creating the brand identity for Rooted Water, I carefully evaluated a variety of inputs by conducting extensive market research on existing beverage brands, industry trends, and the refrigerated and ambient sections of retailers. My goal was to develop a unique and distinctive identity that would stand out in a crowded market. I accomplished this by selecting a subdued color palette that contrasted with the vibrant colors commonly found in sports beverages. These muted hues also served as a subtle reference to the natural, earthy quality of the star ingredient - Jicama root vegetable. This earthy and rustic theme was carried throughout the design elements, including flavor queues, and use of organic shapes and lines.

**Logo Development**
When designing the logo for Rooted Water, I aimed to create a strong and recognizable brand centered around the word "Rooted". This focus would position the brand for expansion into other categories and line extensions in the future. This opened the door to a future goal of the company to utilize the by-product material from the juice extraction process to create "Rooted Snacks" thereby furthering the company's commitment to sustainability.

**Material Exploration**
At Rooted Water, we are committed to sustainability and recyclability. Recognizing the potential limitations of plastic recycling, I set out to find alternative packaging options that aligned with our company's values. Through an extensive evaluation of materials, including compostable plastics, aluminum cans and bottles, and glass, we were able to identify the best solution for our needs. The study resulted in our decision to implement glass bottles for small production runs, allowing us to break into the local market while staying true to our recyclability values. As our demand increases, we plan to transition to durable and lightweight aluminum bottles, which will better serve our active customer base while remaining committed to sustainability.

MARKET RESEARCH

sales materials

**Tasting Kits**
As we progressed with the development of Rooted Water, I created two sample kits. The first was designed for sensory panel testing and food review purposes. We distributed these samples to a diverse group of taste testers and provided them with a brochure that directed them to an online survey, which I authored, to gather honest and candid feedback. We used this data to further improve our formulation, which resulted in consistently favorable results.

**Sales Kits**
The second sample kit was intended for potential customers and investors. The kit featured sample-size beverages of each flavor, along with a brochure that conveyed Rooted Water's story and value proposition. These sample kits played a crucial role in creating a successful product that retailers were eager to stock on their shelves.

web presence

**website**
As Rooted Water established itself, we recognized the significance of establishing a strong online presence. To achieve this, I crafted a visually stunning website, featuring custom illustrations and animations that effectively conveyed the unique flavors and key benefits of our beverage. Additionally, I crafted compelling copy, including descriptions of each flavor and catchy taglines, to engage and inspire potential customers and partners.

RECIPE & PRODUCT DEVELOPMENT

Collaborating with my co-founder, who spearheaded product innovation, we embarked on a journey to craft delicious recipes from scratch. Utilizing our collective expertise and leveraging valuable insights from industry professionals, we delved into the intricacies of manufacturing beverages - a new realm for both of us. Through extensive research and a process of trial and error, we developed a proprietary formulation that transformed starchy raw juice into a clean, sweet base for our beverage, all while ensuring shelf stability

**Ingredient Exploration**
As we set out to develop our flavors, I drew inspiration from Agua Frescas, a popular drink in Mexico, where Jicama, our key ingredient, is native to. Thus, we created an array of flavorful options such as Watermelon Lime, Turmeric Lemonade and a classic Original Jicama flavor. Initially, we crafted raw juices on our own, but soon realized that proper ingredient sourcing would be crucial for our first run of production. With that in mind, we conducted extensive research to find ingredient suppliers across the country that could meet the specific demands of our product. We were able to secure partnerships with reliable suppliers that could provide us with the necessary ingredients in the short term and scale with us as we grew.

**Shelf Stability Research**
Early on in our recipe development, we recognized the complexity of ensuring shelf stability for our product. Initially, our goal was to create a product akin to a cold-pressed juice, with a maximum shelf life of two weeks. However, as we progressed, we discovered that a more stable product not only tasted better but also aligned better with our production requirements. Following a home bottling of over 200 bottles that became contaminated, I conducted a thorough audit of each individual bottle to pinpoint the source of contamination. My findings led to a crucial change in our production process and guided us as we narrowed our focus in searching for a co-manufacturer.

**Comanufacturer Research**
Drawing on our industry connections, as well as thorough research and relentless cold calling, we initiated our search for a co-manufacturer capable of producing Rooted Water. Armed with the knowledge and insights gained from our test kitchen experiments, we were able to identify and establish a partnership with a manufacturer whose production line aligned perfectly with our specific needs

Developing Rooted Water was one of the most fulfilling creative ventures of my career. I was able to bring to life a product that truly embodied my values of health and wellness - not only for our bodies but also for the world. The challenge of delving into an entirely new industry and connecting with professionals equally passionate about creating innovative products in the consumer packaged goods world was an experience that I truly cherished.