Loving Earth’s brand philosophy is simple: be healthy, be sustainable and be fair.
Loving Earth had been an early leader in the organic food movement. Since launching in 2007, the brand had developed a loyal following from consumers and in the aisles of their stockists. Yet, while their following was cultish, their broader commercial cut-through was not. By 2014, the notion of organic had become prevalent, organic products pervaded the market and simply adhering to an organic philosophy was not enough to ensure sustainable success. What had worked for Loving Earth since their inception – a quirky brand centred on care and community – needed to be rethought as they looked to expand both their retail presence and product range.
For us, it was clear that the packaging and visual elements of the brand needed an over-haul. As the organic industry had grown up, it had cleverly aligned itself with the fine-food market. The challenge we set the company internally was to reposition Loving Earth to enter that fine-food market, while still retaining all of the heritage, spirit and love that the brand had always embodied.
From an execution perspective, our response was quite simple. As we reimagined the chocolate packaging, we took an illustrative approach that saw the development of individual characters that played an important role on the packaging by both denoting what was actually in each product and giving them a human touch. The result was a series of packaging that physically materialised the core nature of the brand, while catapulting Loving Earth into the heart of the fine-food market category.
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