At the beginning of the project, Irene already had an isotype that she wanted to keep, so we focused on expanding the brand’s graphic universe so that both digital and physical applications were able to strongly communicate Earth&Mama’s message.

We were looking for a minimalist aesthetic, so we decided to use the same typographic set in the logotype, headers and body text. The main one, a font with high contrast, balanced weight and geometric ornamentation, harmonizes perfectly with the sanserif typeface of the text bodies. Inspired by Japanese writing, it manages to turn each character into practically an icon without sacrificing high legibility.

Sandstone and limestone intermingle as in Antelope Canyon to create an earthy palette, and like the sea that delineates Mother Earth, an intense cobalt blue is the accent in this language of colors that seeks to transport users to an environment in contact with its most primal and wild nature.

Our job is to transfer the experience from one channel to another without disconnecting users from the brand and its values. To devise a minimalist packaging with the character of the manufactured product or a catalog capable of containing the entire brand message, minimizing the amount of materials needed to achieve it. Extend the brand’s commitment to sustainability to all the pieces that comprise its universe and also ensure that the impact it has on its potential clientele is always the best possible.