The naming of your brand or product is of fundamental importance, of course, and its first impact on the consumer is phonetic. They hear it.  

First, the name is an actual sound and that sound has specific meanings attached. Secondly, the name will conjure up a series of images, impressions, and experiences inherent to the brand it identifies.

Route ‘n Roots is the combination of two worlds that unite into one team. We strengthen brands and build brand identity (their own roots) in relation with their target audience, and we create pathways directed at arriving at and into those markets, both international and digital (new strategic routes).

Brand management and building.

Route

1 – A particular way or direction between places.

2 – A method of achieving something.

3 – Family origins, or the particular place you come from and the experiences you have had living there.

The pathway, the direction you follow to get to your goal.

‘n

Conjunction, used to connect words, phrases, or clauses.

‘n is the connection, the way to fit everything together. It is groovy and musical, in a sort of onomatopoeic way.

It’s the empty space filler between our why, the breath of air that start a conversation.  It’s the reason everything stay together.

This is why the ‘n is our mark.

It’s our connector, the thread and seam that links together our DNA.

Roots

The part of a plant that grows down into the earth to get water and food and holds the plant firm in the ground.

Roots. Family origins, or the particular place you come from and the experiences you have had living there.

Roots are deep and solid; they are the bearers of our history and tell our story.

The video

The idea, as often happens, came about almost by chance.

How do you pronounce it correctly? Sure, it’s easy for English-speakers, but for Italians? Ah, even in English: is that initial “r” guttural, or apical, trilled or not?

So asked our team, our clients, friends, and supporters to send us their own inimitably personal interpretation of our name, not giving them the slightest hint about its correct pronunciation: Just say it the way you want.

We love to find pretexts for changing perspectives, turning things inside out, enlarging horizons, and shifting points of view.

So, we liked the idea of playing with our name.

Route.  ‘n’.  Roots. Say them!

The result? Talking heads / speaking mouths moving to the rhythm of Route ‘n Roots.

Lipsticked mouths, bearded mouths, mouths smiling, doubtful, four-footed, mouths within the home’s four walls, in the car, deep in the woods, amidst vineyards all over the world.

Just say it the way you want.

And if you just can’t do it, you can always write us 🙂