EarthKind - Browndog Agency

EarthKind.
Dream of a better tomorrow…

Who are EarthKind?

EarthKind was developed from scratch by our long-term client Snuggledown and our Browndog branding team. Snuggledown approached us with a brand new product idea – sustainable luxury bedding made from recycled materials – that was in need of an entire identity.

The Brief

As the world becomes more aware of our effects on the environment, consumers want more environmentally friendly products; with more consideration of where they came from and how they are made – and we were thrilled to get involved.

Eco-friendly

We were asked to help come up with a name, brand, point-of-sale touchpoints and consumer strategy. EarthKind is made from reclaimed natural filling from pre-loved feather and down duvets and pillows – meaning it saves on valuable natural resources and reduces landfill waste.

The recycled materials go through a carbon efficient cleaning and sorting process before being made into EarthKind products. Customers needed to know this journey and understand the positive effects buying EarthKind products could have on the environment.

Understanding the customer

A fundamental part of a project like this is understanding the intended retail environment, and its customers. To do that, we explored consumer insights including creative workshops and focus groups. This research was key in the development of the brand, its offering, and the creation of effective messaging.

It was also essential that we had an understanding of shopper trends and purchasing behaviours which allowed us to create an effective marketing plan – including in-store promotion to drive engagement, and a national PR and marketing campaign.

A sustainable brand

The core of the identity had to be ‘eco friendly luxury’ – starting with the name. We came up with a wide range of ideas before settling on EarthKind. The environment was considered throughout the EarthKind development, including ideas such as reusable laundry bags and point-of-sale built using sustainable materials.

We also introduced a colour palette inspired by nature, but without including a green, to help set us apart from similar products. Plus, our watercolour Earth illustration features across the brand. The final piece of the puzzle was creating a promotional video that highlighted the EarthKind process which features on the John Lewis website where EarthKind is now available.