Earthfoam nostalgic and fresh design for new organic and fair-trade sleep brand

Earthfoam is a new organic and fair-trade sleep brand with an end-to-end sustainable supply chain. Having launched in November 2022 with the singular goal of offering honest products (natural rubber mattresses, mattress toppers, and pillows) that bring sustainability to the forefront without sacrificing function or form.

Design

Earthfoam’s visual identity and branding marries retro and modern elements to create a look and feel that is both nostalgic and fresh. Reflective of our value proposition, roomy, inviting, and high-quality visuals shine throughout our U/X, packaging, and branded collateral including a bespoke magazine that tells the story of how Earthfoam products are made in the style of a children’s bedtime story. Earthfoam’s use of stylized photography and graphic treatments layer in abstract and unexpected elements like cheeky bedroom-dwelling sheep that hint at the surrealist absurdities that sleep and dreams can invoke.

Not only are our products fully sustainable, but so is almost all of the packaging that they are delivered with (we’re still trying to figure out how to wrap our toppers in paper). From the cardboard boxes to the paper wrapping we have aimed to apply our principles to everything we do.

Within the fields where our latex grows, the farmers also cultivate ceylon tea and pure bee honey. In order to further support them, we created these wake up kits which will come with each of our mattresses.

They include a tin of 25 tea bags and two jars of pure bee honey as well as a magazine telling the Earthfoam story.