Earthly
Earthly is a playful, sustainable brand that values community and nature. It highlights the importance of our well-being by prioritising the planet and mindful consumption. Designed and conceptualised with Amoré van der Linde, Keytrin Gyumova and Lettie Suen.
What was the brief?
The brief was to imagine a world without fossil fuels, and develop innovative solutions for problems in society by referring to the Post-Growth model of development. The area of concern was the cultivation and consumption of wheat.
What Inspired the Brand?
It is estimated that to feed the world's growing population, we'll need to produce more food in the next four decades than we have in the past 8000 years.
To find potential solutions for this, the team discussed sustainable living practices, drawing inspiration from different cultures, analysed the process of wheat production, and brainstormed to create a framework for a self-sustaining farming community.
How Can Wheat Be Grown Sustainably?
The Post-Growth model proposes that society be circular, regenerative, and redistributive. An alternate way of farming explored by NASA was growing wheat in space.
Another approach is regenerative agriculture, which has low to zero emissions. The residents of Alégria Village in Costa Rica have successfully implemented this method and are producing food while restoring the planet.
To harness the potential of the sea, Vertical Ocean Farming is being explored, which involves using an area of the ocean to grow shellfish and seaweed. These farms improve the biodiversity in the surrounding area by attracting marine life.
Can a Community Solely Rely on Green Energy?
Our world achieves complete self-sufficiency with only green energy from wind, water, and the sun. The map I designed includes residential, business, and education districts, energy production units, and promotes cycling and electric vehicles.
Our community aims for zero waste with refillable containers and energy from food waste. We address over-consumption, land degradation, sustainable living, well-being, and sustainable wheat production. We involve people in food production to encourage responsible consumption.
Presenting Earthly as a Tangible Concept
We devised an idea centered around utilising leftover ingredients to craft a delicious meal, exemplifying our values of zero waste and conscious consumption.
Participants would draw ingredient cards from each food category at random and use them to create a recipe using all of the ingredients, which would then be shared with the community.
Why Does Earthly Exist?
Earthly exists to create a community of life-long learners by nurturing interpersonal relationships and our bond with nature.
How Does it Create a More Sustainable Lifestyle?
Earthly exists to create a community of life-long learners by nurturing interpersonal relationships and our bond with nature.
What Does Earthly Do?
The social spaces create are a centre for socialisation, education and impart an appreciation for food production whilst healing people through community.
Who Are We Designing For?
Our research has revealed that family time tends to decrease as individuals reach their 20s. We cater to families, comprising young children, new couples, and grandparents, by understanding their unique requirements.
During our research, we came across the Czech studio Architektura Vetrnik's child-friendly library design, which proved to be a source of inspiration. To capture the playful, curious, and innocent nature of childhood, Earthly's brand identity will use bright colours, simple language, and a highly visual and playful approach.
Branding Routes
The team brainstormed branding ideas for Earthly, and I presented three concepts. The first had textured, hand-drawn images, the second included a playful mascot, and the third was a sophisticated and playful design. I also experimented with nature-inspired typography and designed a dynamic logo.
What’s the Brand Story?
We created our logo using a typeface with jagged and angular features to represent the wild and playful side of nature. The sun symbolizes our six values. The visual language for Earthly was inspired by Slavic symbols and the world around us.
The typeface Rowan perfectly captures Earthly’s organic, approachable and elegant nature, while Marydale adds a touch of youthfulness to it. Both are paired with Source Sans Variable.
How is the Brand Presented?
Earthly’s colours were inspired by the natural treasures of the earth. We have used Oak, Evergreen, Dandelion, Honey and Sunset. The primary colour, Evergreen, is named after evergreen trees, which are resilient and can sustain themselves for a long time. The accent colour is inspired by sunsets, which signify renewal and a fresh start.
All forms of branding for Earthly are subtly incorporated, so as not to appear omnipresent and dystopian. To help people navigate effortlessly, signage and wayfinding are seamlessly integrated into the environment.
Curating a Brand Experience
As part of Earthly's commitment to promoting lifelong learning, we have created a unique brand experience for children. Our botanical tours are designed to help children learn about foraging and identifying edible plants, flowers, fruits, and mushrooms.
These tours are an excellent way for children to develop an appreciation for nature, learn basic survival skills, and gain knowledge about the local animals in their area.
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