The brand design system for Earthfoam, a new organic and fair-trade sleep brand with an end-to-end sustainable supply chain. Michael Mitz (Creative Director) and team has 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.

Earthfoams 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 childrens bedtime story. Earthfoams 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.


Credits: Michael Mitzman (Creative Director)

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