Earth is a design lab and workshop that offers exclusive customization for modern bows and archery equipment. Modern bows and equipment are made of high tech material like aircraft grade aluminum, carbon and glass fiber, yet their branding and visual design does not reflect this.
Unsatisfied by the options available, Earth set out to create high-end and exclusive looks for archery gear.
While the clients can order predefined styles, a lot of the designs are developed specifically for them.
The process employed varies from client to client and requires a lot of careful manual labor and attention to detail. Earth does not aim to service the average archer, it is focused on customers who want their bows and equipment to stand out and are willing to invest in the hours spent on developing a design and executing it.
Our goal was to create an indentity for Earth that makes it stand out form other archery companies, conveying their exclusiveness and service of not only applying, but most importantly developing bespoke designs for their clients, setting it apart from common custom shops that only apply the manual labor of customization on an "as instructed by the customer" basis.
Earth's identity had to establish trust and show their integrity and attention to detail.
We also had to position Earth as a service provider not catering to the average archer, but to those who want their equipment to stand out as something exclusive and reflect modern and forward design.
After exploring the brands attributes and values, the customers needs and the market in a strategy session, we defined the brands strategy and position to set a tone for everything created.
We created the branding for Earth around the following keywords: Bold, Exclusive, Tech, to speak to an audience of non-conformists, collectors and archers who demand nothing but excellence.
Informed by our brand exploration we developed a voice for the brand and matching identity.
The identity is less colorful than most sports design and more exclusive and minimalistic with the right amount of details hinting at space age technology, thereby giving a nod to the high tech materials used in archery equipment.
We researched space age forms, data sheets and experimental aircrafts from the 50's on to modern day spaceflight and combined it with influences from high-end sports design, utilities and gear.
We designed the logo, stationary, order sheets and packaging as well as a brochure.
We also developed several disruptive stock patterns in a black and white based color scheme that not only look bold on the archery range but also obscure the bow as a breakup pattern in the field for game animals with limited color vision. The patterns offer the ability to be colored and add an opportunity of customization to match the clients needs.