Identity
In alignment with Eden’s elegant, approachable vibe, we opted for an all-lowercase wordmark, designed from scratch to evoke a sense of friendliness and joy.
Eden’s mark blends the likeness of an apple with a lowercase monogram while suggesting a happy mouth and smacking lips.
Icons
Eden’s hand-drawn icon set can repeat for use as an ambient brand element. Icons may also be used individually to denote info in badges, web navigation, and so on.
We produced each icon by hand to mirror Eden’s emphasis on real ingredients, prepared by human hands, etc.
Messaging
Eden has a loyal, no-nonsense fan base that values honest ingredients and honest messaging.
Rather than bore them with fluffy language, we used on-package copy to offer educational information on how their fave products love them back. Combining helpful, empowering copy with culturally relevant, occasionally punny phrases reinforced Eden’s overall vibe as happy, cool, and a tad nerdy.
