Back to the Roots
Bringing families closer to fresh food with sustainable in-home farming kits
Get growing
Back to the Roots is committed to bringing people closer to their food.
We helped Back to the Roots design and build the Water Garden: the first home aquaponics system that offers an engaging and simple farming experience for families. The Water Garden consists of a self-cleaning fish tank that grows food. When owners feed the fish, the fish's waste serves as nutrients for the plants. In turn, the plants clean the water. This self-contained ecosystem gives owners a lasting opportunity to bring their own food to life.
The Water Garden won The Chicago Athenaeum GOOD DESIGN Award and thousands of Water Gardens are now in homes and classrooms around the world.
From sketch to production
We collaborated closely with aquaponics experts, growers, and potential users. Following our research and strategy, we embarked on an intensive cycle of iterative brainstorming, design development, engineering, and testing. We arrived at a solution that resonated with the team and with users: the Water Garden, a sustainable ecosystem that allows families to take care of a fish and grow fresh food at the same time.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Sustained growth
More than 200K+ Water Gardens have been sold, and 2600 schools are using Water Gardens with their students nationwide. With this successful product under their belt, Back to the Roots’ mission to bring fresh food and the joy of gardening to kids and families around the nation is well underway.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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