Packaging can help bring your consumers closer



Tracy Sutton set up Root in 2013, living her purpose of improving the world through responsible packaging design.


Today, she works on a wide range of projects developing bespoke packaging for consumer and lifestyle products from both global and domestic brands.


Root’s tried and tested approach, ‘Design For Life’, excels by getting to the root of the business need, rapidly understanding the core challenges and opportunities, and creating solutions informed by consumer and industry insights.


A regular speaker at international conferences and a respected commentator in the national and trade media, Tracy is a high-profile industry expert at the forefront of innovative and sustainable packaging design.


There are three principles underpinning every project, maintaining a thorough, smart and agile way of working that produces exceptional results:


Apply intelligent design thinking and academic life cycle methodologies to deliver the most effective solution.


Integrate the United Nation’s Sustainable Development Goals and long term business objectives to ensure a future-fit plan.


Create tangible strategies and guidelines easily implemented by packaging and brand teams, quickly adopted by supply chains.









  • We worked with Root to analyse the impact of key packaging SKU’s using their Impact Analysis tool and help us understand competitive performance. They developed a Packaging Strategy that met immediate customer needs and help me to build a strong strategic business case for a broader shift for how the business approaches packaging development. The outputs were translated into pilot projects developed into blueprints for roll out. Root is one of our most valuable suppliers - their knowledge and approach is helping reduce costs to the customer while developing a new competitive advantage for the company.

    Ian B, 2017 to 2020, Business Unit Director, $15bn market cap, global medical device manufacturer
  • ‘Root helped us navigate a complex issue with new insight and clarity. They combine technical expertise with deep sustainability know-how, and are fantastic to work with.’

    Vicky Murray, Sustainability Manager, Pukka
  • ‘We have gained valuable insights about packaging and how to protect the environment and the work has enabled us to save time and money. The outcomes of the work will help the business reduce it’s impact on people and planet and help us meet our environmental targets.'

    Ash Sinfield, Founder at Teals
  • 'Tracy is an incredibly capable consultant and mentor. Root have made a huge impact within less than 12months; shaping clients' sustainable NPD; inspiring clients' environmental focus; and impacting clients UK marketing strategies. Their thorough and personable approach makes them easy to trust and easy to learn from. Enterprise Ireland would highly recommend Root’s services for all packaging sustainability projects.'  

    Conor Stone, Cleantech & Consumer Business Development, Enterprise Ireland
  • ‘The strategy work Root delivered for us is really leading the way’

    Sustainability Director, Global beverage business
  • 'The team at Root widened my vision on sustainability from initially only thinking about packaging, to considering waste management throughout my business and complete supply chain, also considering other topics such as energy, water and worker welfare. Sustainability is now rooted at the core of the business and involved in all decision making; and not only as a way of meeting our own objectives, or those of legislation, but its quite simply smarter , more efficient and overall better business.'

    Founder of emerging nutrition brand
  • ‘Root have been a great asset in helping us analyse and adapt our POS agenda to help perpetuate our corporate sustainability goals. The outputs are driving a more sustainable POS agenda and overall positioning. They are agile and thorough and a pleasure to work with'

    Global Customer Marketing Manager at a leading global spirits brand.
  • 'Tracy and the team’s specialist knowledge in sustainable packaging and understanding of the luxury market make Root an excellent partner to work with. Their ability to translate the complex needs of global brands and designers and evolve them into NPD briefs is invaluable.​  ​Their understanding of the complex landscape we work in and knowledge of international waste management and government policies enables them to create excellent strategic solutions.'

    Phil Wild, CEO James Cropper
  • 'Tracy has a great empathy for brands and their subtleties. Root were instrumental in translating our brand values into a clear packaging strategy. Their simple and focused approach drilled down into our USPs to craft a set of guidelines that we are using to drive the design and production of all physical brand touch points'

    Riz Smith, Co Founder or Riz Boardshorts
Contact Root

If you would like to explore how we could work together, or to request further details about my work, please fill in the details and I will be in touch promptly.

Not readable? Change text.