RUTZ is a brand I developed as part of a personal identity / Graphic Design studio project.
The name RUTZ comes from the phonetic pronunciation which therefore sounds like roots.
The design concept behind RUTZ comes from the creative process that a graphic designer goes through in developing a product/concept. We begin with an idea, either generated directly from the graphic designer or from the client. This idea is similar to the root of a plant or flower still underground. Throughout the creative process the idea starts to break through the ground and eventually flourishes into the completed product.
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