Groovy Roots
By Caroline Fiedler
We encourage good vibes and the use of affirmations. Positive thoughts transform us; they help us grow to become who we want to be, and we want to spread this idea as we like to spread our seeds.

Have you herb of Groovy Roots?

Groovy Roots is a garden seed brand. However, Groovy Roots is not the typical seed packet design. Our hand-drawn art pops with color just as plants bloom with joy.

Groovy Roots makes growing and harvesting herbs easy for you. With inspiration from the colors, shapes, and type of the 60’s and 70’s, we made sure our packages will stand out amongst the rest.

Through lots of sketching, the logo set the standards and the feel of the brand. It had to flow, and it had to be, of course, groovy.

Daily Affirmations: Groovy Root’s Brand Image

Groovy Roots encourages good vibes and daily affirmations. A daily affirmation, if you are unfamiliar, is a practice where you say simple, positive statements declaring goals to improve one’s self in its already completed state multiple times a day. Or more simply, positive thinking and self-empowerment. Affirmations can easily be related to growing plants and eating. Plants make people happy. The reason I chose this topic of positive affirmations is because there is a lot of negativity spoken in the world, so there can never be enough of good words.

“Today, I am brimming with energy and overflowing with joy.”

“I am the architect of my life; I build its foundation and choose its contents.”

“Today I will look for reasons to feel good. And I will find them.”

“There isn’t anything that I can’t be, or I can’t do.”

The power of positive thinking challenges negative or unhelpful thoughts. Daily affirmations are not wishful thinking, but they release you from negativity, fear, worry, and anxiety. Negative affirmations are, for example, “I can never catch a break” or “no matter what I do, I never seem to get ahead.” And saying those things just gets us down. Thoughts shape our perception. Repeatedly saying positive thoughts can transform your cognitive patterns. It can improve our mental, emotional, and physical health. It helps us grow to become who we want to be. This is because words are powerful.

Groovy Roots uses positive affirmations to spread peace and happiness. Some affirmations can reflect the growth of plants. As a plant grows its roots to make a foundation, you can do the same because you are the grower of yours. Remember, they can be simple words or complex, but if you say them in your mind over and over, the power of positive thinking is wondrous.

sketch, sketch, sketch

A 6.5” by 8” handout card explains the concept and our passion to customers. On the front is hand drawn typography. On the back is our morals, why do we have these morals, and what do we have to offer.

“We want to spread this idea as we like to spread our seeds.”






informational handout card


Groovy Roots created seed packets for those who want to start the process of growing herbs from the beginning, and packaging for live plants for those who may lack the resources or time necessary to start the herbs from seeds. The posters are not just advertising for the brand, but they are also illustrated positive affirmations for our customers.

  • Logo/brand identity
  • Informational handout card
  • 9 herb seed packets
  • 2 promotional/affirmation posters
  • 3 labels for packaged live plants


Groovy Roots’ business cards with the hand drawn logo


parsley, chives, lemon balm, sweet basil, rosemary, oregano, thyme, fern leaf dill, and cilantro


included is the name of the herb, an illustration, and important planting information (how much sun, how many days till harvest, and how tall they will be)


included is an illustration of the herbs in bloom, an affirmation for you in bold, information on how to plant and harvest, and fun facts


each poster is an illustration with an affirmation written in hand drawn typography


environmental mockup


packaging for a live plant: the recycled newspaper pot is biodegradable in order to be planted straight into the ground, so the root system is not disturbed

the three full labels: all unique but all belong together


Parsley, chives, lemon balm, sweet basil, rosemary, oregano, thyme, fern leaf dill, and cilantro seeds were all planted back in March. They were started in egg cartons and kept moist. When they were ready to be transplanted to a new pot, I thinned them out. Then I easily ripped the then soggy egg cartons apart to be planted in bigger pots. The egg carton is biodegradable like the newspaper pots, so I did not have to disturb the root system.

alive and thriving


the plants today

What’s next?

I plan on taking this project further. I will create additional posters with creative type. I will create mockups that show more sides of the box and at different angles to continue building my Photoshop skills. And I will also share my designs and the idea of daily affirmations on social media.

if expanded to a physical location, an idea could be that it is part a café


located in a cute downtown area where there is more foot traffic


Have a fantastic day!

Caroline Fiedler was repsonsible for posting the content on this page. Any inqueries should be directed to the contact information listed above.