Roots are strength and sustenance, the basis of what grows and rises, be it a tree, a house (foundations), or life itself (values). Going for a visual metaphor of life as a growing and everchanging element, we dwelled on the concentric rings that emerge from a sectioned tree. Concentric lines represent time passing, various cycles, and phases, growth, as they also direct our minds towards our own fingertips representation. Focused on improving life, this brand exists through a symbol that communicates personalization as the outcome of all the layers that keep making our existence ever more intricate. It is the baseline for organizing what revolves around us towards a happier life.