Project Title: Earth’s Own
Client or Class Name: Earth's Own - https://earthsown.com/
Earth’s Own is on a mission – to “oat” when others “moo” – and to get more plants into more mouths, for plant’s (and the planet’s) sake. With a goal to define the new corporate identity and rebrand the entire Earth’s Own portfolio under one master brand, the project began with Oat Milk spearheading the change. With a hip and vegan core audience ranging from ages 23-30, these idealists and optimists align to Earth’s Own’s mission by embracing plant-based living as healthier and better for the earth (resources and animal welfare) and seek brands that align with their values and style. The creative solution connects with this target by clearly communicating its shared belief to be part of the solution, rather than settling for the way things are currently done. Previously, Earth’s Own divided its products under three distinct sub-brands of dairy alternative milks: So Fresh, So Good and So Nice. As the brand looked to transition all products under the unified Earth’s Own mission, the creative solution needed to create excitement without confusing or losing consumers in the process. We kept the So Fresh logo on pack, in a lock-up with Earth’s Own, to help orient existing consumers. As a result, consumers felt reassured that this is the brand they know and love, with a much clearer mission. The bold new design also attracts new younger consumers looking to live a more plantiful life. With charm and a playful personality, Earth’s Own uses their affable sense of humor through cheeky icons, colourful graphics and hand-drawn typography and illustrations.
VP Creative Director: