Roots is a Canadian lifestyle brand known for comfort, craftsmanship, and natural materials, but its cultural relevance among younger audiences has faded. This project reimagines Roots for a new generation by reconnecting the brand to the vintage Canadian aesthetic Gen Z already loves. Through deep research, persona development, customer journey mapping, and a full strategic repositioning, the campaign reframes Roots as the authentic original behind the retro silhouettes, cozy textures, and slow‑living values younger consumers are chasing. The work blends heritage storytelling with modern content strategy, creating a brand experience that feels expressive, intentional, and proudly Canadian.