Rebranding and Modernizing a Family-Owned Natural Wellness Brand
Earth’s Bounty is a family-owned natural supplement brand committed to producing high-quality products with minimal ingredients. The brand has been around for over 30 years, but with so many natural supplements entering the space, competition had increased. Though they had a loyal customer base, they wanted to modernize and create a cohesive brand that reflected their story and reached new customers while still embracing their core brand personality.
The father/son team cared deeply about their products and their customers, committed not only to bringing the highest quality ingredients at a reasonable price, but also standing behind their supplements with a lifetime guarantee.
They needed a modern packaging rebrand that captured the brand essence, conveyed a sense of family and care, shared their story, and showed credibility.
- Brand messaging
- Brand identity
- Mood boards
- Package design
- Copywriting
- Tagline
- Print ready artwork mechanicals
Rebranding an Established
Wellness Brand
One of the biggest challenges with rebranding an established brand is creating fresh, new ideas without making the brand unrecognizable or alienating the existing client base. We wanted to rebrand with a strong, modern, cohesive image while maintaining some of the core elements customers associated with the brand.
We began with an in-depth discovery session and market research to uncover what made the brand recognizable and identify the important elements to preserve. We determined that the “EB” from the original branding was something that customers would look for.
The "EB" resonated with customers, so we kept it as a key element of the rebrand.
We wanted to incorporate that in our designs, along with the leaf illustration that was another long-standing visual connected with the brand. Finally, we wanted to build a color palette that connected to the original brand colors—blue with green accents, but with more sophisticated, modern shades. These thoughts and decisions guided us as we embarked on the rebranding journey, pulling original elements into modernized, fresh designs.
Mood Boards that
Capture the Brand Essence
We knew that the most valuable aspect for Earth’s Bounty was trust—the family-owned aspect, the proven ingredients, the clinical studies, and the longstanding success. We wanted to capture that essence in the packaging.
We created visual mood boards that defined the brand and highlighted its unique appeal—minimal natural ingredients to bring wellness to everyone.
The mood boards created a visual way to bring the brand’s essence to life, serving as the foundation for the rest of the project. They also contained inspiration that communicated the direction of the designs.
A logo that
conveys trust
BEFORE
AFTER
To establish a connection to the original brand and maintain cohesiveness, we created a new logo that elevated the original design. We adapted the color palette, with a softer green and darker blue bringing in a premium feeling while still evoking feelings of trust and comfort.
The rebranded logo replaced the scripted font with a rounded serif font that feels warm and approachable—representing the family touch of the brand and the level of care they have for their customers. A simple “est 1991” lends credibility and highlights an important distinctive brand feature.
We emphasized the leaf icon by featuring it more prominently, while expanding it to two leaves for added visual interest and adapted the circle into a more subtle underline.
The rebranded logo still captures the trustworthy elements of the original, while also creating an approachable and supportive feeling, representing the brand’s commitment to viewing customers as family and taking care of them with their products.
A New Tagline that
Reflected the Brand Story
TAGLINE BEFORE
TAGLINE AFTER
The brand’s original tagline was “Quality, Selection, and Value since 1991.” While this tagline did lend credibility to the brand, it didn’t highlight one of the strongest brand features—the family-owned aspect.
Consumers value family-owned businesses, so we wanted the tagline to communicate that aspect of the brand without coming across as cheesy.
We created the tagline “Wellness, From Our Family to Yours,” while shifting the “1991” to the logo. This new tagline reflects the brand’s mission and captures the caring feeling of the founding family.
Revamped Packaging Creates
a Cohesive Image
In the original lineup, there was no overarching brand connection. Each product felt individualized, creating a disjointed brand image. This missed the opportunity to create brand loyalty and encourage customers to try other products—if the packaging didn’t feel connected and cohesive, consumers wouldn’t associate the products with the same brand.
The designs also didn’t match the quality of the products. Some of the packaging felt more low-end, not reflecting a premium product.
Additionally, the designs didn’t capture the brand’s unique selling points—the family-owned aspect and the lifetime guarantee. Some of the designs were busy and cluttered, creating a low-end feel instead of the established, credible one we wanted for the brand, reflecting the high quality of the products.
BEFORE
AFTER
Our redesigns were simplified and elevated, bringing a premium feel while emphasizing trust and credibility.
The color band across the bottom highlights the lifetime satisfaction guarantee that sets the brand apart and creates trust for first time customers to try out their products. The layered mix of the rounded font in the logo with sans serif fonts throughout the labels creates visual appeal and directs the eye to the most important information for each product.
Featured icons on the front of each package convey product distinctions—such as gluten-free and non-GMO, and USDA organic—allowing consumers to easily determine whether the product would work for them.
We created simple but powerful product descriptors such as “youth enhancing formula” and “oxygen-based colon detox” to effectively communicate the valuable benefits of each product, unlike the original ones that often lacked information (such as “oxygen supplement”).
We maintained the “EB” from the original packaging in some aspects of the new designs, such as the tops of boxes, to increase brand recognition and tie back to the old designs.
original packaging
The redesign
- Inconsistent color palette across products
- Leaf illustrations feel outdated
- Variety of fonts used across products
- Translucent green, blue, and opaque white bottles
- USDA Organic is the only featured icon
- Photographic imagery on some products
- Logo does not feel modern
- Consistent color palette with welcoming cream and soft green
- Revamped leaf illustration feels fresh
- Structured labels with modern fonts establish cohesive branding
- Only blue and white bottles with custom blue caps support the brand image
- Icons on each product highlight important features
- Clean designs with no photographic imagery elevate the packaging
- Designs feature a refreshed logo with EB used on box tops to tie into original branding
- Prominent focus on “lifetime guarantee” to highlight the brand’s commitment to their customers
The results
Earth’s Bounty went from a collection of products to a cohesive, strong, and memorable brand. The redesign created a trustworthy appeal while highlighting the value and credibility of the products and focusing on what set the brand apart, helping them to modernize their brand and appeal to a new set of consumers.
