ROOD: Rebranding a Wellness Club for International Growth In collaboration with Carina Kapeller, Head of Design, ROOD Photography — Romain Laprade, Dominik Xaver
The situation After several years as Rootine Wellness Club on Fraunhoferstraße in Munich, the business needed a name it could trademark and grow internationally. The plans were ambitious: a private membership club for wellness, movement, and longevity, opening right next to the original café, its own product line, and multiple international locations to follow. The rebrand needed to carry all of that under one coherent system, while keeping the recognition the original brand had already built with its community.
The work I built the new identity around ROOD, short for Rooted Daily, carrying key elements of the original brand forward instead of replacing them outright. The R from the old Rootine mark lives on inside the new ROOD wordmark and monogram, the brand's first, giving longtime members a clear thread back to what they already knew. Two new typefaces joined the system, one from the same type family as before, keeping the transition legible rather than jarring.
ROOD is built around nostalgia, community, and longevity, and engages every sense, not just sight. Alongside the club's high-tech treatments and devices, I developed a visual language around a deliberately human, imperfect counterpoint: pixel illustrations that recall the early internet, animated with code and output as stop-motion sequences on paper, blending a futuristic process with a vintage feel. To keep that illustration style consistent at scale, I built the client a custom AI workflow pipeline, with the resulting animations produced using Claude Code.
I also developed a complete label and packaging system for ROOD's product line, designed to work across any format while staying instantly recognizable.
The outcome The brand now reads consistently across the café, the new private club, and its growing product line, built as a system ready to scale as ROOD opens further international locations.
