Over the past year, I became increasingly aware of the changes in food-culture in the United States, and I began to look with new eyes every time I visited the grocery store or farmer’s market. I was struck by the profound wastefulness of consumer packaged goods and so I wanted to create a shopping experience that eradicated all packaging, all paper, and all conceivable waste. This initiated the creation of ROOT.
“Simplicity, clarity, moderation: these are the elements that form a life of joy, power and vividness.” – Richard Halloway
Eliminating All But The Essential
Redefine our shopping standards and establish ROOT as a fully functional market space with minimal means to create maximum impact. Brand Vision
Using the least amount of resources to deliver ecofriendly knowledge and value growth by providing shopping experiences for environment conscious professionals seeking the organic, fully functional shopping system. Role in Consumer Food Industry
One of a kind environmentalist in food shopping. By combining a passion for the environment with a rational and methodical approach to systems and supply-chain, ROOT has achieved an unmatched level of conservation and economy. Brand Essence
Responsibility, Expertise, Progress Our responsibility to make a greener environment and expertise in providing the most essential products for our consumers, and the production process and life span of these products, accompanied by great designs for our consumers’ needs and environmental concerns all come together to lead ROOT on to further progress. Because we care about our nature and understand our consumers’ needs, we are continually committed to progress to benefit both. Brand USP
Companion of nature and consumers. Companionship: Appropriateness in space, products and delivery. The most considerate, environmental friendly shopping experience, thoughtfully developed by our experts. A fully functional and modern shopping experience that is beneficial to both nature and consumers. We are dedicated to provide the best delivery method of the best products. Product USP
ROOT is where I choose to shop. ROOT is one of a kind for our consumers. It shows they and their friends appreciate good quality, environmental concerns, attention to details and selected healthy options we are committed to. All of these define the most unique shopping experience at ROOT. Key Takeaway
Strategic Language
Producers
At ROOT, farmers are part of us. We, not only represent their products, we represent their spirit and attitude. Instead of buying products from farmers, we think of it as an exchange that benefit both sides. Our exchange point is a meeting place for our farmers and workers at ROOT. This is where we trade containers fully stocked with products with empty containers for our farmers to refill.
At ROOT, we expect more from our consumers. Unlike other supermarkets where customers pay for their wellpackaged products and leave, our customers are giving back while they take. Our consumers are expected to bring back empty containers for sterilization in order to refill their products. This way, we know that while we enjoy the luxury of our resources, we are committed to restore them.
Consumers
System Cycle
ROOT’s organic structure is situated in TriBeCa in downtown New York City. We invite new customers to enjoy a relaxing afternoon in our supermarket experiencing the ease and practicality of our system. We have introductory tutorials about our supply-chain and shopping experience. What separates ROOT from other grocery stores is that we provide comfort and efficiency to our customers–qualities that make the shopping experience more meaningful.
Architecture
Oil & Condiments
Staff Only
Dairy & Juices
Cashier
Grains & Legumes
Body & Cleaning
Breakfast & Snacks
Fresh Produce
Information Wall
Meat & Seafood
Sterilization Zone
Containers
Information Center
Egg & Cheese
Entrance
Hot Bverages
Floor Plan & Directory
This is a three dimensional representation of the two circular sections in our floor plan, which is our main shopping area. The outer circle consists of two sections of large tubs selling dry products and a cold fridge installed with tubs filled with juice, milk, cream and so on.
The inner circle has one section where customers can choose their permanent containers, two display cold fridges where meats, seafood, eggs, and cheese are sold by our staff and one fresh produce section where we have our seasonal fruits and vegetables.
3D Structure
Long grain white rice Long grain brown rice Basmati rice Jasmine rice
Spaghetti Penne Fusilli Egg noodles (gluten-free)
Rice
Pasta (White & Whole grain)
Black beans Pinto beans Kidney beans Garbanzo beans
All purpose unbleached flour Whole wheat flour Cake flour Self-rising flour
Beans
Flour
Cheerios Shredded oats Raisin Bran Rice crispies
Granola Muesli Oatmeal Maple & brown sugar oatmeal
Cereal
Oatmeal
Almonds Cashews Walnut Pecans
Raisins Apricots Apples Banana
Nuts
Dried Fruits
White Ayurvedic chai tea Matcha Japanese green tea Jasmine oolong tea Earl Grey black tea English breakfast black tea Sweet fruit garden herbal tea
Hawaiian Kona Jamaican Blue Mountain Brazil Bourbon Santos Colombia Excelso Sumatra Mandheling Costa Rican Tarrazu
Tea
Coffee
Dutch-processed cocoa Unsweetened cocoa Milk chocolate cocoa Mexican chocolate
Granulated white sugar Confectioners sugar Brown sugar Sweetener
Cocoa Powder
Sugar
Product List
Laundry detergent Dish washing liquid Dishwasher detergent Paper towels Toilet paper Tissue paper
Shampoo Conditioner Body wash
Cleaning Supplies
Body care
Salt (regular & light sodium) Sea salt Pepper Basil Bay leaves Coriander Dill Oregano Parsley Rosemary Sage Thyme
Extra virgin olive oil Olive oil Peanut oil Canola oil Sesame oil Sunflower oil Mustard Hot sauce Rice vinegar Balsamic vinegar Honey Maple syrup
Seasoning
Oil & Condiments
Whole 2% 1% Skim
Orange Apple Cranberry Grapefruit
Milk
Juice
Heavy whipping cream Half & Half Sour cream Butter milk Plain yogurt Available cheeses
Seasonal vegetables and fruits Farm raised meats Freshly caught seafood Brown eggs White eggs Various tofu selections
Diary
Fresh Produce
Product List
Our containers are entirely made out of glass. Its non-porous nature and inertness make it easy to clean and a very safe vessel for food storage, as it will not contaminate the liquid or solid contents within. Glass is also completely earth friendly. Not only is it made with 100% natural materials, but it is 100% recyclable.
Pasta (cornsilk yellow) Rice (straw yellow) Cereal (autumn yellow) Oatmeal (dawn yellow) Milk (iceberg blue) Juice (plum purple)
Liquids—32oz
Flour (vanilla yellow) Beans (apricot yellow) Dried Fruits (sunkiss yellow)
Grains & Legumes—64oz
Container Design
Butter (opal blue) Cream Cheese (wan blue) Cottage Cheese (pastel blue) Sour Cream (whisper green)
Coffee (mist
Tea (sand ta
Cocoa (seed Sugar (rose
Yogurt (hushed green) Jam (sprout green)
Spreads—8oz
Hot Beverages—
t tan)
an)
ding tan) tan)
—34oz
Meat (cardinal red) Block Cheese (empire yellow) Tofu (beige)
Protein & Cheese—16oz
Container Design
Oil (luxor gold)
Condiments (gra
Egg (mindaro green)
Eggs—1/2 dozen
Oil & Condiments—
Honey (atlantis green) Cream (winter blue)
ass green)
—12oz
Buttermilk (pearl blue)
Seasoning (elf green)
Seasoning—8oz
Honey & Cream—12oz
Container Design
Bodywash (eden blue) Shampoo (clover green) Conditioner (woodland green)
Dishwasher (windsor purple) Dish (scarlet purple)
Body Care—42oz
Kitchen Detergents—32oz
Laundry (orchid pink)
Laundry Detergents—50oz
Paper Products
Container Design
At ROOT, we are determined to not generate any disposable waste. This mission became an obstacle when it came to advertising as we could not generate any additional waste to what already exists, let alone creating print advertisements. To solve the problem, we created a pressure washer using our products, logo, tag line and started to clean New York City. The dirty sidewalks, windows and wall surface became our perfect advertisement space. Instead of adding something to it, we are taking away the dirt. We know that we will live by our line, “Eliminating All But The Essential,� in all given situations.
Advertising
Advertising
At ROOT, we use the most advanced technology to help reduce all kinds of waste. We also rely on it to get closer to our customers. Ranging from website, digital touch screen, digital receipts and flyers to our iPhone application, we want our customers to receive an even better service when there is no paper nor any kind of conceivable waste.
When customers first walk into ROOT, what welcomes them is a large format screen on the first curve they see. This touch screen serves as an information wall to show people the different things that they need to know about shopping at ROOT.
Information Wall
While the images loop in the background, customers can touch any topics on the wall and learn about it. Each topic will only pop up when somebody has tapped to activate it. The only information that constantly remains is the directory for customers to easily navigate our supermarket.
Information Wall
Every customer at ROOT is a V.I.P. member. Once customers decide to become part of ROOT, they are required to apply for an account. With an account, customers receive a membership card. To begin a purchase when you are at ROOT, simply tap your card at the screen to activate the machine. There is a database of every member’s information which we use to check out and send receipts to customers via e-mail.
151 371 3866 JENNIFER CHEN
VALID FROM 02/11
Dear Member: This card must be presented each time you purchase a product and check out in order for us to have access to your account and for you to enjoy the full benefits of being a part of us. Use of this Card constitutes acceptance of all programme terms and conditions. This card is the property of ROOT and must be returned upon request. If found, please contact a staff member at ROOT. Customer Service: 1 212 326 7668
This Card is not transferable
Membership Card
April 25 Monday, 2011
Whole Milk Our milk is pasteurized but not homogenized, so the cream floats to the top. The cream can be spooned off for your coffee or shaken for the full flavor and benefits of whole milk. $0.64/16oz Begin your purchase by tapping your card at the counter.
Fill it up $2.56
Not so much $1.92
Try some $1.28
Sampling $0.64
Welcome
Milk—welcome screen
When you visit ROOT, you will notice a continuous strip of digital touch screens for every product. On the screens, customers can learn about each product and choose the amount they want to fill their containers up to. To begin shopping, simply tap the membership card on the screen and follow the instructions. Note—the instructional animation will only move on to the next scene once the current step is successfully completed
April 25 Monday, 2011
Raw Honey Unlike other honeys, our honey is processed without any heat and is unfiltered, so it contains bits of honeycomb and tends to crystallize sooner. It gives a distinctive robust flavor that makes it one of our favorites. $0.50/oz Begin your purchase by tapping your card at the counter.
Fill it up $5.00
Not so much $3.75
Try some $2.50
Sampling $1.25
Welcome
Honey—welcome screen
Shopping Screen
April 25 Monday, 2011
Whole Milk Our milk is pasteurized but not homogenized, so the cream floats to the top. The cream can be spooned off for your coffee or shaken for the full flavor and benefits of whole milk. $0.64/16oz
Fill it up $2.56
Follow the instructions to fill out your container: Place your container on the counter under the tub.
Milk—step 02
April 25 Monday, 2011
Whole Milk Our milk is pasteurized but not homogenized, so the cream floats to the top. The cream can be spooned off for your coffee or shaken for the full flavor and benefits of whole milk. $0.64/16oz
Fill it up $2.56
Follow the instructions to fill out your container. Pull down the tube to your container to secure your container. The refill will start automatically and the tube will unlock itself after the refill.
Milk—step 03
Shopping Screen
Website
ROOT’s website is a very important aspect of our business. As we cannot generate any disposable waste, we create everything digitally. Our website is one of our main sources of advertisement so new people can get to know ROOT and join us.
Website
For prospective customers, we provide a section to explain how ROOT really works. We hope that through our step by step explanation, people will want to join us and start appreciating nature and life like we do.
Website
If you ever have any questions for us, please visit our FAQ page where most of your questions should be answered. If not, please write us an e-mail or drop us a line, we will answer all your questions as soon as we see your messages.
Website
Our website is also a tool for us to stay connected with our customers. Our member’s section is where our customers can edit their contact information, view their past shopping transactions at ROOT, download our sales flyer and even plan their shopping using our shopping list.
Website
As the quantity of our customers’ purchase depends on the size of the container, instead of showing the quantity with traditional measuring system, we have developed a simple graphic that will better represent our quantity system—full, 75%, 50% and 25%.
JENNIFER CHEN 151 371 3866 schen5@sva.edu 347 233 1002
Hello Jennifer! Thank you for shopping at ROOT on April 29, 2011. Below is a list of products you have purchased today. Please feel free to contact us at anytime . If you have any questions regarding this transaction. We are always happy to assist you. Best Regards, ROOT staff
ITEM DAIRY
Whole milk
QUANTITY
PRICE $ 2.25
Heavy whipping cream
1.19
Low fat yogurt
3.40
JUICE
Apple juice
3.00
GRAIN
Long grain brown rice
6.20
Shredded oats
2.50
BEVERAGE
Lemon & ginger tea
1.25
CONDIMENTS
Sesame oil
2.25
Balsamic vinegar
5.00
PROTEIN
PRODUCE
Brown eggs
1.20
Soft tofu
0.75
Salmon
4.45
Oranges
4.00
Spinach
0.80
Asparagus
2.20
$40.44
Digital Receipt
April 25-28, 2011
Medium roast coffee $6.50 /lb Dried banana $3.50 /lb Cashew nuts $0.65 /oz Snacks & Beverage Swiss cheese Dairy
$4.25/lb
Pork loin chop $5.00/lb Atlantic salmon fillet $10.00/lb Brown egg $0.25/ea Protein Cinnamon raisin bread Kidney beans Oatmeal Fusilli Grains
$2.50/ea $2.00/lb $0.40/oz $2.00/lb
Cherry Orange Spring Fruits
$2.50/lb $0.35/ea
Asparagus Artichoke Radish Celery Spring Vegetables
$2.00/ea $0.65 /lb $0.80 /lb $1.50/ea
To eliminate transportation packaging, we have three sets of tubs at ROOT. They are always in rotation, being stocked at the farms, in stores, and being sent back to the farms. In each shipment, there are several items on sale. We provide a downloadable flyer to inform our customers about our latest sales in the coming and current shipments.
Digital Flyer
ROOT for iPhone is an application that keeps our customers constantly updated with the progress of ROOT. Customers can find out where each shipment is and the sale items that each shipment contains.
Our farmers are packing this shipment
This shipment is in store.
The containers of this shipment is going through sterilization
iPhone Application
ARTICHOKE $0.65 /lb
TURNIP $0.80 /lb
CHEERY $2.50 /lb
NAVEL ORANGE $0.65 /lb
COLUMBIUM MEDIUM $6.50 /lb
MINT TEA $4.50 /oz
BROWN SUGAR $1.00 /lb
ROASTED CASHEW $0.65 /oz
FUSILLI $2.00 /lb
KIDNEY BEANS $2.00 /lb
INSTANT OATMEAL $0.40 /oz
RAISINS $3.50 /lb
ARTICHOKE Woodsy, green, and celerylike, but even more delicate. The sweet taste of an artichoke captures the essence of a garden. Only eat the tender bottoms of the outer leaves. As you peel them away, you come to the choke. Once you scrape away the furry, inedible part, savor the flavor-packed, sweet, pale green heart.
ADD TO LIST GO BACK
MY SHOPPING LIST Rice
Cereal
Beans
Long grain white rice
Cheerios
Black beans
Long grain brown rice
Shredded oats
Pinto beans
Basmati rice
Raisin Bran
Kidney beans
Jasmine rice
Rice crispy
Pasta
Oatmeal
Garbanzo Beans Nuts
Thin spaghetti
Granola
Almonds
Penne
Muesli
Cashews
Fusilli
Instant oatmeal
Walnut
Egg noodle
Irish maple oatmeal
Pecans
Once customers click to view a shipment, they will see a list of products on sale and the prices for each one of them. By clicking the individual product, our customers can learn about the product and they are given the option of adding the item to their shopping list, which is synchronized with their shopping list on the website.
iPhone Application