Earthfoam is a new, sustainable sleep brand that raises the standards of quality, comfort, durability, and transparency. It is a family-run company that truly puts ethics above profits, quality above efficiency, and customers above all. It‘s an inspiring example of what can happen when a small business realizes they have the responsibility and ability to find a better way.

From creative strategy to brand guidelines to website copy to packaging, I had the absolute joy of partnering with in-house Creative Director and Designer, Michael Mitzman, to bring this new brand to life from scratch.

Our goal was to help people understand how good Earthfoam feels without being able to feel it at all, and to make the experience of shopping for an Earthfoam mattress feel as delightful as sleeping on one.

To do that, we created a brand that looks and sounds like our bedding: dreamy, bouncy, deliciously soft. Inspired by the moment someone drifts off to sleep, we exist a step away from harsh reality (let’s call it soft reality) where everything we say is true, but whimsically so. Visceral language, onomatopoeias, and metaphors help us harness the sleep equivalent of making someone’s mouth water.

We were able to share the look and feel of Earthfoam with everyone who works on it - from our factory workers in Sri Lanka to our farmers in New Zealand. They were proud to see their work reflected in our words, and delighted that we were able to capture the essence of the people, land, and animals that make this product possible.  See the full site here.

Winner: Webby Awards 2023
Shortlist: Dieline Awards 2023