Earthy
Earthy is a luxury wellness brand transforming hydration through state-of-the-art purification and effortless usability. Its aim is to provide a new-age machine — one that achieves pure, healthy hydration through innovative, convenient, and sustainable water purification solutions.
Project Overview
Project Details
Electronics & Technology
Industry
Bangalore
Location
2024-25
Year
Parentheses Studio
Team
Lead Designer
Role
Branding
Strategic Thinking
Work
Web Design
The Earthy logo is anchored by a lowercase 'e' enclosed within a circle, subtly evoking a power button—a nod to the effortless simplicity of turning on clean water. The wordmark extends from this central logomark, reinforcing the brand's minimal, efficient design.
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The logo not only serves as a symbol but also integrates into the purifier's user interface, open up possibilities of indicating various states.
Earthy introduces three types of purifiers — Under-the-Counter, Built-In, and Counter-Top — all designed as next-generation solutions that go beyond simply providing clean water.
Earthy’s brand font strikes a balance between curvy flares and a clean structure. Its thin, tightly set letters hint at the brand’s futuristic edge. The gentle curve of the logo mark adds a natural touch — a flowing line that extends into the broader visual language, complementing the refined typography with a sense of effortless movement.
Some packaging concepts for Earthy explored multi-layered structures, featuring the signature ‘e’ as a cut-out window. This allowed the brand’s teal color to shine through from a secondary layer beneath, adding depth, intrigue, and a distinct brand reveal.
Another concept borrowed Earthy’s squircle logomark and reimagined it as a window revealing a technical, detailed sketch of the purifier — reinforcing its futuristic appeal. In both concepts, the signature flowing line was beautifully integrated as a visual break between the top and bottom parts of the box, allowing Earthy’s distinctive teal blue to show through and creating a unique, layered unboxing experience.
Web design
Figma prototyping
