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Earthly
Earthly is a brand dedicated to providing healthy pet treats that are made from natural, high-quality ingredients.
While the brand has earned a loyal customer base, it faced a significant challenge: its product line consisted of multiple items that each had distinct packaging designs and names, leading to confusion among consumers. The lack of cohesion made it difficult for Earthly to stand out on the shelf and communicate its core values effectively.
BRAND / LOGO / PACKAGING
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Challenge
The primary challenge was ensuring that all products under the Earthly brand were visually unified, while still allowing individual products to maintain unique characteristics. The inconsistency in branding diluted the identity, and made it difficult for customers to recognize Earthly products among competitors in a crowded market.
The goal was to create a cohesive visual identity that resonated with pet owners, and clearly communicated the brand’s commitment to quality and health.
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Design Strategy
Unified Logo Design
We began by redefining the Earthly logo to reflect the brand's essence. The new logo features a modern, serif typeface paired with a minimalist illustration of a leaf, symbolizing natural ingredients and health. The color palette was derived from earthy tones (greens, browns, and creams) to evoke a sense of organic quality and approachability.
Cohesive Packaging Design
We crafted a packaging system that unified the product lines. Each package now prominently features the Earthly logo, and a clear, descriptive product name in a complementary font.
Color Coding
To differentiate product lines while maintaining a unified look, each category of treats (like dental chews, training treats, treats for sensitive stomachs) was assigned a distinct color within the established palette.
Sustainability Consideration
Given Earthly’s mission and values, we ensured that the packaging materials were eco-friendly. This decision appealed to environmentally conscious consumers, and (more importantly) backed up the brand's commitment to health for both pets and the planet.
