Digvijay Portfolio

Brand

Guidelines

Svaroots Brand Guidelines

Index

The Brand

Who we are

Vision & Mission

Brand Values

Brand Identity

Brand Logo

Brand Colour Palette

Typography

Logo Misuses

Visual Language

Voice & Tone
Texture
Illustration Style

Graphic Language

Iconography

Brand Patterns

Imagery

Photography Style

Environment & Mood

Product Placement

Digital Presence

Grid & Guidelines

Product
Specifications

Base Sneaker Mockup
Patches Anatomy
Patches

Patch & Sneaker Mockup

Sneaker Collection
Showcase

Mockups

Stationery

Shoes & Packaging

Utility & Accessories

The

Brand

Svaroots Brand Guidelines

The Brand

Who are we

Vision

At Loremips, we envision a world where financial wellness is accessible to all. Our goal is to empower individuals to take control of their financial stability and security, and thrive in every aspect of their lives.

Our Brand

Svaroots is a sneaker brand centered on self-expression and individuality. Inspired by Indian craft and designed for modern lifestyles, our modular sneakers allow wearers to customise, adapt, and express themselves through interchangeable fabric patches. Each pair reflects a balance between personal identity and cultural roots.

Svaroots Brand Guidelines

The Brand

Vision & Mission

Our mission and vision statement ensures that our reader can align their actions and decisions with the brand's overall purpose and goals. It can serve as a guiding principle in understanding and promoting our brand.

We design modular sneakers with Velcro-attached textile patches from across India, enabling easy customization while promoting cultural identity and sustainability.

A future where every sneaker becomes a canvas for self-expression, celebrating Indian textiles through sustainable customization.

Vision

Mission

Svaroots Brand Guidelines

The Brand

Brand Values

Our brand values should be used as a guide for all brand activities, decisions, and interactions with customers and stakeholders.

They should inform our culture, behavior, and communication with the outside world.

Self-Expression as a Canvas, where sneakers act as modular platforms for personalization

Every pair is adaptable and personal, designed to evolve with the wearer’s style.

Celebrating India’s diverse textiles by bringing traditional craft into contemporary sneakers.

Blending Indian culture with modern aesthetics to create bold, culturally confident design.

Self-expression

Bespoke

Sustainable

Indian Fabrics

Desi-Cool

Brand Identity

Svaroots Brand Guidelines

Brand Identity

Primary logo

Our logo uses a spiral to represent self-expression, shaped as a shoe print to reflect sneakers as a personal medium for expression. Combined with a traditional Indian motif and enclosed within a patch form, the mark reflects cultural identity and the reversible patch system of the brand.

We combined our logo with a fun san-serif font, called Atma, that has a quirky appearance which adds character and a humanistic feel to the brand.

Svaroots Brand Guidelines

Brand Identity

Core Colors

Craftsmanship

Our brand color palette is meant to bridge marketing communications and product interface in order to enhance familiarity and visual recognition.

Our primary color is Terracotta Red.

The use of Ochre and white should be minimum.

Use Black for body text.

Ochre

HEX

RGB

#E0B23F

243 155, 45

Off-white

HEX

RGB

#F5F2EB

243 155, 45

Black

HEX

RGB

#151515

243 155, 45

Indigo Blue

HEX

RGB

#263661

255, 245, 224

Heritage

Vibrant Green

HEX

RGB

#048419

255, 245, 224

Grounded

Terracotta Red

HEX

RGB

#A42100

63, 26, 106

Primary

Passion

Svaroots Brand Guidelines

Brand Identity

Logo Misuse

Our logo mark is iconic and distinct. It’s our way of saying innovation without spoken words!

Ensure that you use the right logo mark

variant at all times. Don’t try to recreate

or modify the existing logo mark. Rather,

use as provided.

Avoid the examples mentioned below at all times:

Don’t stretch, skew or bend the logo

Don’t box the logo

Don’t rotate the logo

Don’t blur the logo

Don’t apply random colors, except the brand colors

Don’t add effects

Svaroots Brand Guidelines

Brand Identity

Typography

SVAROOTS typography feels playful yet mature, with a handmade-like character that avoids any sense of mass production, strongly aligning with customization.

It carries a subtle Indian emotional undertone without screaming ethnic, balancing expression with clarity. Overall, it feels warm, human, and confidently creative—inviting users to make the product their own.

Svaroots

Sans Serif

Typeface

Atma

Nunito Sans

Created to Create

Font

Medium

Regular

Weight

Svaroots Brand Guidelines

Brand Identity

Primary Typeface

Atma’s rounded terminals, low stroke contrast, and open counters ensure clear legibility across scales and applications, including digital and physical materials.

Its balanced proportions and stable x-height keep the wordmark visually consistent without heavy optical correction. Multiple weights allow flexible yet consistent use across a customizable brand system.

Used for wordmark & accent font in website

Atma

Light

Regular

Medium

Semibold

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890&@

Svaroots Brand Guidelines

Brand Identity

Secondary Typeface

Nunito Sans offers high legibility through its clean geometry, open counters, and consistent stroke widths, making it suitable for extended reading and functional content.

Its wide weight range supports clear hierarchy across headings, body text, and UI elements. This ensures typographic consistency and scalability across digital, print, and product-related applications.

Nunito

Sans

Extra Light

Light

Regular

Medium

Semibold

Bold

Extra Bold

Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890&@

Used for tagline & primary font in website

Svaroots Brand Guidelines

Brand Identity

Primary Hierarchy

Nunito Sans serves as the primary typeface for all headings and body text, ensuring clarity, consistency, and a strong typographic hierarchy across brand communications.

H1- Page titles, Key brand statements

H2- Section Headings

H3- Subheadings

H4- Descriptions, instructions, long-form content

H1 - Display Extra Large

Font weight: Nunito Sans - Bold

Size: 72px / 90px

Created to Create

H2 - Display Large

Font weight: Nunito Sans - Semibold

Size: 48px / 60px

Worn by You, Made by You

H3 - Display Small

Font weight: Nunito Sans - Semibold

Size: 32px / 40px

Sneaker brand centered on self-expression and individuality.

B - Body text

Font weight: Nunito Sans - Regular

Size: 16px / 24px

SVAROOTS creates customizable footwear kits that invite wearers to become co-creators.

Svaroots Brand Guidelines

Brand Identity

Accent Hierarchy

Atma is used selectively for Indian fabric names, adding cultural distinction and emphasis without compromising overall legibility.

Atma should not replace H1, H2, H3 or body text.

Atma is used only for emphasis, naming, and cultural distinction.

Used sparingly inside Nunito Sans body paragraphs.

A1 - Display Small

Font weight: Atma - Medium

Size: 32px / 40px

A2 - Body Accent

Font weight: Atma - Regular

Size: 16px / 24px

The Ajrakh Print

The Indigo Print

This fabric is inspired by traditional resist-printing techniques and is designed to be applied, removed, and reimagined as part of the SVAROOTS customization kit.
The Ajrakh pattern adds depth, identity, and regional character to each pair.

Create Your Pair

Ajrakh

H2 - Display Large

A2- Body Accent

(used as inline accent)

B- Body Text

Visual Language

Design-first

Expressive & modular

Contemporary Indian

Culture-forward

Affordable

Restrictive

Thoughtful & slow

Confident

Accessible in attitude

Experimental

Trend-led

Fixed or one-style

Traditional or ethnic

Nostalgic or explanatory

Premium

Loud or gimmicky

Fast fashion

Sales-driven or hype-based

Exclusive or intimidating

Conventional

Svaroots Brand Guidelines

Visual Language

Voice & Tone

Culture by Design: We don't explain our heritage; we build it into every material, modular joint, and form.

Empowered Creation: We fuel the confidence to experiment, from a user's first custom piece to their lifelong evolving style.

Measured Expression: Our voice adapts clear for guidance, warm for invitation, and unwavering for statements.

Graphic Language

Svaroots Brand Guidelines

Graphic Language

Iconography

Our iconography system is inspired by the organic forms of our logo, translating the brand’s spirit of self-expression, fluidity, and craftsmanship into functional digital elements. The icons are designed to feel approachable, expressive, and distinctly Svaroots, while remaining clear and legible at small sizes for web and app interfaces.

Icons are built on a rounded-square grid with consistent visual weight, optical centering, and enough negative space to stay clear at small sizes.

Icon style guide:

Stroke weight: medium (just like our spiral)

Corners: fully rounded

Shapes: fluid

Style: outlined icons

Favourites/Liked

Profile

One-colour Use

The one-colour and reversed logo should be used only on photographs and colour backgrounds within the Svaroots colour palette.

If using a cream background, we strongly prefer to use the full-color logo.

Usage guidelines:

Use icons in neutral or high-contrast brand colors only

Avoid shadows, gradients, or extra details

Do not rotate, stretch, or change stroke weight

Maintain clear spacing around all icons

Svaroots Brand Guidelines

Graphic Language

Brand Patterns

We use our icon as a standalone brand element to make our brand patterns. By doing so, it creates a strong and distinctive brand symbol. Our icon should be used as the reduced form of our logo in tight spaces.

Ensure that you use the right logo mark variant at all times. Don’t try to recreate or modify the existing logo mark. Rather, use as provided.