Earthfoam

From creative strategy to brand guidelines to website copy to packaging, I had the absolute joy of partnering with in-house Creative Director and Designer, Michael Mitzman, to bring this new brand to life from scratch. Earthfoam is a new, sustainable sleep brand that raises the standards of quality, comfort, durability, and transparency. Our goal was to help people understand how good Earthfoam feels without being able to feel it at all, and to make the experience of shopping for an Earthfoam mattress feel as delightful as sleeping on one. To do that, we created a brand that looks and sounds like our bedding: dreamy, bouncy, deliciously soft. Inspired by the moment someone drifts off to sleep, we exist a step away from harsh reality (let’s call it soft reality) where everything we say is true, but whimsically so. We don’t just write, we experience. We don’t just describe, we feel. Visceral language, sensory details, evocative imagery, surreal photography and illustrations, playful descriptive words, onomatopoeias, and metaphors help us harness the sleep equivalent of making someone’s mouth water.