When organic is not enough
Loving Earth’s brand philosophy is simple: be healthy, be sustainable and be fair.
Loving Earth had been an early leader in the organic food movement. Since launching in 2007, the brand had developed a loyal following from consumers and in the aisles of their stockists. Yet, while their following was cultish, their broader commercial cut-through was not. By 2014, the notion of organic had become prevalent, organic products pervaded the market and simply adhering to an organic philosophy was not enough to ensure sustainable success.
What had worked for Loving Earth since their inception—a quirky brand centred on care and community—needed to be rethought as they looked to expand both their retail presence and product range.
The challenge we set the company internally was to reposition Loving Earth to enter that fine-food market, while still retaining all of the heritage, spirit and love that the brand had always embodied.
Martha Butler and Scott Fry, Loving Earth