Living Roots

Living Roots partnered with Philadelphia, based design studio Smith & Diction to reimagine its identity and bottle system, with the goal of better expressing its binational story, elevating shelf presence, and unifying an expanding lineup of wines and touchpoints.

The primary lockup, meanwhile, pairs that storied rune with a logotype set in Auroc Display by East of Rome — a calligraphic, chiseled serif (used throughout the identity) — that S&D then roughened to add earthy texture and age. In context, the pairing works: the weathered lettering, combined with the ancient symbol, conjures the vibe of something carved into limestone by a long-lost civilization.