Roots. Restaurant & healthy food web design
Client
Roots (via agency subcontract)
Timeline
March-April 2021
Role
Web Designer & Front-end Developer
Tools
WordPress
Divi
WooCommerce
Roots is a restaurant and café specialising in healthy food, born from the same team behind La Marca Well. The brief required a website that communicated the brand's philosophy clearly: food as a conscious choice, with full transparency about what goes into each dish.
Beyond a standard restaurant site, the project had several functional layers: an online delivery service, a full menu with allergen information, and an editorial section explaining the nutritional properties of the superfoods used in their dishes. The website needed to work as a marketing tool, a practical reference for customers and an ordering platform, all at once.
I was subcontracted by the agency handling the project and took complete ownership of design and development, from visual concept to final delivery in WordPress with Divi.
The main design challenge was organising a significant amount of content (menu, allergens, superfood information, delivery) without overwhelming the user. Each layer of information needed to be accessible to different types of visitors: someone who just wants to order, someone checking for allergens, and someone curious about the ingredients.
The information architecture prioritised clarity and quick access to the most frequent tasks, with the delivery and menu sections surfaced prominently. The allergen and superfood content was structured so it could be consulted easily without disrupting the browsing flow.
The visual language was built around the brand's healthy food positioning: clean, light and ingredient-forward, letting the food communicate the values without heavy-handed messaging.
The site was designed mobile first, reflecting the reality of how restaurant and food delivery audiences browse. Layout, typography and interaction decisions were all made at mobile scale first and adapted upward, ensuring the experience worked equally well on any device without compromise.
The website was also conceived as the primary landing destination for paid advertising campaigns on LinkedIn and Google. This shaped several design decisions: the structure needed to convert, not just inform. Key calls to action (delivery, menu, reservations) were kept visible and frictionless throughout the page, minimising the distance between a user arriving from an ad and completing the action the campaign was driving toward.
The website launched as a fully functional platform covering all the client's requirements: online delivery, complete menu with allergen details, and editorial content about the nutritional properties of their ingredients. Full design and development delivered independently within the agency's project timeline.
Responsive design
