Global Market Insights / Brand Strategy / Brand Portfolio Strategy(Clinic, Health, Beauty, Cafe) / Brand Naming / Brand Slogan / Brand Story & Contents / Brand Design Strategy / Visual Identity (VI) System / Colour Palette Definition / Logotype Design / Infographics / Supergraphics System / Application Design (Health, Beauty, Café) / Package Design

In a fast‑shifting health landscape, the demand for proactive, individualised care is replacing reactive, one‑off treatments. The challenge was to create Korea’s first integrated medical wellness brand that could answer this need with authority and warmth.

Our journey began with Dr. Jia Kim, a certified functional medicine doctor. We discovered the heart of the brand in her personal history: the legacy of her father, pharmacist T.Kim, who served his community from the same pharmacy for 48 years. She watched him go far beyond dispensing medicine—considering lifestyle, diet and patient history to design genuine, long‑term wellness. This foundational belief—that true health is co‑designed, not merely prescribed—became the cornerstone of our strategy for Rootells. We framed it as understanding the root cause in order to deliver optimal results. From this core philosophy, we defined four values as the brand’s spine: Restore · Origin · Optimal · Tailored (ROOT). These values create a direct link from clinical assessment to personalised programmes and, ultimately, to visible outcomes in everyday life. We developed the name Rootells to symbolise “health stories told from the body’s roots”. To articulate this, we created the slogan “From Roots To Results – Designing the Essence of Health”, capturing the virtuous cycle of inner‑to‑outer wellbeing. This strategy positions Rootells to integrate science‑backed functional medicine with carefully sourced natural ingredients, delivering reliable, personalised services that prioritise deep recovery and prevention over short‑term fixes.

To bring this strategy to life, our creative exploration focused on capturing the brand's dual essence: the deep-rooted heritage of trust and the promise of tangible results.

Concept A: Heritage & Trust (Our Proposed Identity)
Our primary design direction was centered on establishing a foundation of deep trust and expertise. We developed a custom serif wordmark to reflect the professional legacy passed down from father to daughter and the scientific rigour of functional medicine. The sophisticated Legacy Green colour palette was chosen to symbolize the vitality of natural-origin ingredients and the calming balance of true wellness. The overall system was designed to feel premium, authoritative, and deeply reassuring, positioning Rootells as a leader in high-end medical wellness, grounded in science and nature.

Concept B: The Final Launched Identity
In close collaboration with the client, the final identity evolved to place a stronger emphasis on communicating vibrant energy and modern accessibility to a broader audience. This led to the final launched identity. The chosen system is led by Vitality Orange—expressing energy, recovery and optimism. A refined French-modernist wordmark maintains clarity and a modular supergraphic system ensures consistency across all touchpoints, from packaging to digital. This direction was strategically chosen to powerfully convey the 'Results' aspect of the brand promise for the initial market launch.

Based on our brand portfolio strategy, we designed a coherent ecosystem to turn diagnosis into daily, sustainable routines:
Rootells Clinic — physician‑led assessment and care pathways.
Rootells Health — functional supplements that translate lab insights into daily routines.
Rootells Beauty — skincare with naturally derived ingredients, positioning beauty as an outcome of health.
Rootells Café — organic coffee and bakery that encourages repeatable, social wellness habits.

From ingredient sourcing to recyclable packaging, Rootells embeds environmental and social responsibility into operations—aligning medical rigour with natural integrity and ethical practice.

“Health is not merely the absence of disease, but the harmony that fills daily life with energy and confidence. With Rootells, we aim to spread a culture of true wellness where science, nature and personalisation meet—helping every generation build a sustainable health routine.” — Dr Jia Kim, Founder

Impact
Defined a physician‑led category — Established a credible, integrated medical wellness brand with a clear cause‑to‑result promise.
Unified a fragmented offer — Aligned Clinic, Health, Beauty and Café under one story and value system (Restore / Origin / Optimal / Tailored).
Built for scale — Delivered guidelines, supergraphics and pictograms that roll out consistently across packaging, clinic, café and digital.
From diagnosis to daily routine — Translated functional‑medicine methodology and patient data into practical programmes and copy frameworks for sustainable, life‑stage wellness.