Earthbar's Modern Aesthetic Is As Refreshing As Possible

Earthbar was founded in 1971 in the epicenter of health and wellness, Los Angeles. They grew their humble vitamin shop into a cult favorite, starting from a single location in West Hollywood into multiple locations across Northern and Southern California. What started with vitamins expanded into fresh-pressed juices, made-to-order smoothies, acai bowls, ready-to-eat health foods, supplements, and vitamins. With new ownership and ambitions to grow, Herman-Scheer had the privilege to evolve its brand positioning and identity into a state that would support their goals.

As they expanded their e-commerce business and retail footprint we encouraged their management to reduce their SKU count significantly and merchandise their own private label products as much, if not more than the other brands they carry. Those familiar with the exploding health and wellness category know the overwhelming amount of products available, we wanted to reduce analysis paralysis and convey to our consumers that we were offering the most efficacious and quality products on the market. A highly curated experience, much like a modern art gallery, which is what inspired our design work. Our identity system was designed to have a modern yet timeless look and feel. Its foundation is predominantly black and white, neo-grotesque typography, utilitarian-inspired iconography, all juxtaposed with customized, colorful, appetite appealing, and function-oriented illustrations to create a very unique, dynamic packaging system.

The brand’s messaging evolved to have a very expert, yet down-to-earth tone of voice, not shy to use current and colloquial language to explain the benefits of its offerings.We had little influence as an agency on the physical packaging itself and focused solely on the aesthetic labels and layouts of the respective vessels. The brand has received high praise and a significant increase in engagement and sales across its legacy and new locations.