Earthfoam

Earthfoam is a sustainable sleep brand that raises the standards of quality, comfort, durability, and transparency within a misunderstood category. I was tasked with leading the creation of the brand.

Earthfoam’s visual identity was originally inspired by retro Airfoam ads (the original foam rubber mattress) from the 1950s, which featured bright colors, space-age curves, bold lettering, and an old-school script logo.

We wanted to give the nod to that time when foam rubber was seen as this luxe natural material, but in a design system that was much more modern and reflective of what our brand stands for.

Combining elements of Japanese minimalism with photography and illustration styles that border on surrealism, we created a dream world that lives within simple and clean compositions. Each one is meant to evoke that wonderous moment when you find yourself falling asleep.

When we mixed the script logo and bits of Sinhala within this system, everything worked together in this almost illogical way, much like the way dreams make perfect sense while you’re in them.