Branding and Packaging for a Highly Nutritive Botanical Infusions Brand Ertha
Taking inspiration from Mother Earth, the principle of inexhaustible vitality, Ertha carefully sources top quality and highly nutritive natural ingredients to create exquisite botanical infusions that aim to offer you this oh-so-essential connection to nature and sync you to its marvelous rhythm.
We studied the name then the Visual identity, before designing in detail the packaging and several communication needs. The main key visual shows a woman – called Ertha – looking to the future with confidence, wearing a scarf with the category’s (CBD Infusions) characteristics forming a monochromatic pattern. Our approach in order to meet the challenge was to give the brand an elegant, bright and expressive orientation in order to avoid the extreme use of cannabis stereotypes.
Our goal was to introduce a strong visual narrative for a new product line of CBD herbal infusions and give the brand an International character to help the company expand in the EU. The challenge was to stand out in a market often described visually with cannabis leaves and similar cliche images. The products involve a wide range of audience, that respect organic products and simple pleasures.
As the name implies, Ertha only uses environmental friendly materials such as non coated eco paper and biodegradable tea bags. No varnish used at any surface. Ertha is committed to support the planet under an initiative called “Ertha for earth” by donating annually to NGOs.
The sales team make placements in delicatessen shops in Greece, supermarkets – at the Tea and Organic products shelves, premium CBD store chains around Europe, while a promising channel is the Food and Beverage Market. The company has already arranged placements in several countries in similar channels.
The first four products include rich ingedients such as: Hemp, Lavender, Greek Saffron, Calendula, Mountain Tea, Sage, Grass Balm.
Ertha is a citizen of the world. She spreads kindness, by sharing our planet’s pure herbal treasures.
- Design Agency: AG Design Agency
- Organisation/Project Type: Agency, Published Self Promotional Design
- Article Title: Branding and Packaging for a Highly Nutritive Botanical Infusions Brand Ertha
- Brand / Project Name: ertha
- External Design Credits: Branding: AG Design Agency, Creative Direction & Design: Alexandros Gavrilakis, Illustration: Panos Nikolakakis, Copy: Olympia Aivazi, Photo: Giorgos Vitsaropoulos
- Strategic Deliverables: Brand Architecture, Research / Insight, Brand Naming, Brand Strategy, Tone of Voice, Product Naming
- Design Deliverables: Packaging Design, Illustration, Photography, Brand Identity, Identity System, Branding, Brand Creation, Graphic Design, Brand Guidelines
- Location: Greece
- Market Country: Greece
- Market Region: Europe
- Product Category: Beverages
- Consumer Packaging Format: Box
- Consumer Substrate / Material: Pulp Paper