In order be true to yourself, it is very important to never forget where you came from. And there is no better way to stay rooted to your origins than to be wearing them proudly. This why Roots exists. I have been so honored to be reached out to by one of the big old titans of Rap scene in Morocco, to be working on the branding of a his new street wear project. And for me, a big fan of the hip-hop culture I instantly felt connected to the project.

For a brand That is going to use the logo as a main design element in most of it’s products, the logo needed to have different variants that can go with both minimalist/subtle style, as well as the bold and loudly present style to meet the expectations and diversity of the wide fashion market.