Roam is built as a habit worth having for people who live between town and the outdoors, with baked fresh and brewed right at its core. The identity uses a semi serif wordmark with simple shapes from the building’s staggered roofline and a meandering line to suggest open, everyday journeys. A dough beige for baking, a quality-led green, Roam timber brown for craft and deep charcoal for type and quality marks create a grounded palette that feels local, outdoors friendly and quietly considered.