An organic philosophy, for the supermarket shelf.
Loving Earth has been leading the Australian organic food movement since launching in 2007, and although they had developed a loyal, cult like following, their broader commercial cut through struggled. With the organic industry cleverly aligning itself with the fine food market, Round recognised the need to reposition Loving Earth. Starting with this strategy, my role was to over-haul the packaging and visual elements of the brand, whilst retaining the heritage and spirit the brand had become loved for. Creating a simple system, easy enough to be implemented across new flavours and even new ranges, we dramatically changed the hierarchy of the packaging, introduced a colourful personality and illustration style. The results catapulted the brand throughout Australia and overseas to several countries in Europe, UK and recently, the US.
** Winner — Best Awards, 2016 **
** Finalist — AGDA Awards, 2016 **
Creative Direction: Michaela Webb
Illustrations: Florence Li Ting Fong
Work created at Studio Round, 2014 — 2017