Loving Earth is a Melbourne based company dedicated to sourcing and manufacturing the highest quality organic, fairly traded and wild crafted functional foods available. They work with small producer communities around the world to provide healthy, sustainable & fair ingredients, which they use to handcraft a unique range of raw chocolate bars and superfood snacks. Having established long-term relationships with several indigenous cooperatives, their aim is to help them add as much value as possible to their raw products at the point of origin.
The identity has been designed using a simple yet effective droplet shape to form the ‘g’ in ‘Loving’. This organic shape, derived from nature, suggestive of both a seed and a water droplet, not only creates an ownable logo-mark but also provides the brand with the perfect basis for a flexible secondary language to be used across packaging applications. The droplet is used to create patterns to differentiate the product ranges, allowing the use of inks when printing to be kept to 1 to 2 per design, increasing the environmental credentials of the brand. Shown here are the brands most popular products - the flavoured chocolate bars and butters.
Completed as a freelance project
Project Scope: art direction, brand Identity, typography, illustration, package design