Flavors of Home
Designing an Urban Identity for a Multi-Category Indian Brand
BRAND IDENTITY DESIGN
WEBSITE DESIGN
SOCIAL MEDIA & PRINT MATERIAL
Root Ninety One is about bringing India home, wherever you are. For this growing D2C brand, we created a refined and scalable brand identity system rooted in trust and modernity. The design strategy focused on simplicity, clarity, and adaptability across categories - from kitchen tools to wellness to home decor - tailored for anyone looking for quality Indian products delivered quickly and seamlessly.
Designing an Identity for a Borderless Indian Marketplace
Root Ninety One was envisioned as a bridge between India and the world. The brand’s goal was simple yet powerful: to make a wide range of Indian products easily accessible to people living abroad, delivered with speed, reliability, and familiarity.
For us at Fourth Lane, the challenge was to design a brand identity that could represent not just one category, but an evolving ecosystem of Indian brands.
The Challenge
Root Ninety One is a multi-category platform, bringing together diverse Indian products across lifestyle, home, wellness, and everyday essentials.
Creating a brand identity for such a platform required balancing two key ideas:
• It needed to feel distinctly Indian, without leaning into clichés.
• It needed to remain modern, scalable, and category-agnostic, so it could grow with the brand.
Additionally, the brand’s audience—Indians living abroad—carry a deep emotional connection to home. The visual language needed to subtly evoke that sense of belonging while still appearing contemporary and global.
The Design Approach
We approached the identity with a focus on clarity, adaptability, and warmth.
The name itself became the starting point. Root speaks of origin and belonging, while Ninety One subtly references India’s international dialling code - an understated nod to the country.
The logo typography was designed to feel soft yet confident, creating a sense of familiarity while maintaining a modern character.
Rounded forms and balanced proportions ensure the mark feels approachable and adaptable across platforms.
The visual system was built to be minimal and flexible, allowing it to sit comfortably across different product categories without overpowering them.
The Solution
The final identity creates a brand that feels grounded yet expansive.
• A logo that subtly communicates Indian roots without visual clichés
• A flexible identity system that can support multiple product categories
• A modern aesthetic that resonates with a global audience
• A brand presence that feels trustworthy, warm, and contemporary
The result is an identity that positions Root Ninety One as more than just a marketplace - it becomes a gateway to India for people living around the world.