Roots is a healthy food retailer created for the Dubai market as a localized adaptation of the VkusVill concept.
I joined the project through F/A Agency as the Project Lead and Art Director, overseeing the entire packaging production process. I was responsible for communication between the VkusVill team in Russia and the founders of the Dubai business, ensuring smooth collaboration and alignment throughout the project.
Working within the established brand guidelines, I led a team of approximately 12 designers. Together, we developed packaging for more than 500 SKUs in just two months, coordinating design production under tight deadlines while maintaining consistency across all product categories.
The packaging system was carefully adapted to the visual preferences of the Dubai market. We refined layouts, color palettes, typography, and illustration styles to create a premium, fresh, and locally relevant identity while preserving the core principles of the original concept. Every package was optimized for manufacturing and retail presentation. The final designs are now successfully used in stores.