Rustic Root
Brand Strategy / Messaging / Brand Identity / Design Systems / Campaign Strategy / Print Design / Digital Design
Rustic Root is a favorite destination for locals and tourists alike. RMD Hospitality’s vision for the brand was even bigger and a review and refresh were in order for what’s next.
Overview
We created a new brand identity that captures the essence of a visit to Rustic Root, where whimsical interior details, high-energy vibe, and attentive staff combine to immerse diners in a delightful experience.
We collaborated with RMD Hospitality to breathe new life into the Rustic Root brand identity in advance of planned expansion. Rustic Root had become the ultimate go-to place to gather for a core group of locals, and visiting tourists alike (no easy feat!), and the success of their flagship location inspired the RMD team to grow the brand with new locations.
We knew from the start that a refreshed Rustic Root brand would need to capture the essence of the current experience where every detail felt considered. From hanging colander lamps to rooftop topiaries, small details elevate the atmosphere and help define the brand. Immersed in this world, guests enjoy Rustic’s new American cuisine, craft cocktails, and high-energy setting.
We designed a new logo for the brand that pays tribute to the craftsmanship of vintage Americana, using a hand-stamped brass treatment—a simple, bold design serving as the cornerstone of the new visual identity.
To play into the brand’s off-beat and nostalgic interior design approach, we turned to old recipe books and vintage photography. By utilizing a cut and paste style to combine elements of both, we crafted a distinctive identity that is fresh, memorable, and doesn’t take itself too seriously.
Through custom collages that blend traditional and contemporary visual elements, we developed an adaptable system that translates easily to a wide variety of print, digital, and motion design applications.
The relaunch of the Rustic Root website set the stage for potential visitors, featuring paper textures and dynamic collages. Not your average restaurant, not your average website.
The refreshed brand is flexible, empowering the RMD marketing team to shift elements to fit as they grow the brand—from the bustling heart of San Diego’s Gaslamp District, to the laid back vibe of Solana Beach and beyond.



Playing into Rustic Root’s off-beat and nostalgic interiors, we leveraged old recipe books and vintage photography. By utilizing a cut and paste style to combine elements of both, we crafted a fresh, distinctive, and memorable brand identity.




“Less And More’s process was thorough and engaging. It’s great to work with a team that takes time to understand our vision and what sets us apart, blending our ideas with their experience and expertise.”
— Katie Bosworth
Director of Marketing / RMD Group