▪ Brand Identity Development
Raw Earth Organics
A hand-engraved farm scene for fruit dried the slow, honest way, since 2002.
- Date
- Sep 2010
- Client
- Mahfuz Ibrahim (London, UK)
- Discipline
- Food, Organic Dehydrated Fruits
- Sector
- Food
About the project, our role, our approach
The introduction
Raw Earth Organics makes hand-crafted dehydrated fruits. Its engraved farmstead emblem, 'since 2002' and lime-green script say heritage, nature and craft. Mohammed Vaseeuddin was asked to build a premium-organic identity that earns trust on a crowded healthy-snack shelf.
- Refine the engraved emblem and arched wordmark.
- Define a rustic-premium packaging language.
- Establish an earnest, earthy brand voice.
- Set colour and type for packaging and retail.
- 01Discovery: study the range, its farm sourcing and the natural-snack shelf.
- 02Essence: frame the brand around honest, hand-made nature.
- 03System: emblem usage, label architecture, palette and type.
History and heritage
Brand origin story
Raw Earth Organics started on a farm in 2002 with a refusal to add what nature didn't: no sugar, no preservatives, just fruit dried slowly until the flavour concentrates.
The engraved homestead, barn, silo and ploughed fields, places the brand firmly in the soil it comes from, while the hand-crafted script keeps a human touch on an industrial-feeling category.
Mission, vision, promise, essence statement
Vision and mission
Mission, what we do today
To make pure, hand-crafted dried fruits with nothing added but time.
Vision, future aspiration
To be the natural-snack brand people trust for genuinely clean food.
Brand promise
Just fruit, dried with care, nothing you can't pronounce.
Brand essence statement
Raw Earth Organics is honest nature, hand-crafted, fruit as the earth made it.
The principles that guide Raw Earth Organics
Core values
Purity
Nothing added; nothing hidden.
Craft
Hand-made in small, careful batches.
Provenance
Rooted in the farm and the soil.
Patience
Good food, made the slow way.
Meaning, culture, interpretation
Brand essence
Name and symbol
'Raw Earth Organics' states the promise; the engraved farm scene roots it in real land and labour.
Cultural resonance
Engraving and arched type evoke a trusted, old-world maker, a powerful cue in natural food.
Emotional recipe
Trust, nostalgia and the simple pleasure of clean eating.
Interpretation for the brand
Keep the engraving and 'since 2002'; use the lime script sparingly as the living, hand-crafted accent.
Archetype, personality, tone of voice
Brand archetype
Earnest, grounded and warm, Raw Earth speaks like an honest farmer-maker: plain, proud of the craft and never over-claiming.
- Primary, Innocent
- Secondary, Everyman
- Honest
- Earthy
- Warm
- Wholesome
- Crafted
Logo, typography, colour, mood
Visual identity
Vintage engravings, kraft and cream packaging, sun-dried fruit, hessian sacks and farm-field textures. Old-world maker meets clean modern label, wholesome and premium.
A classic high-contrast serif for the arched wordmark and headlines, heritage and premium.
A sturdy, legible grotesque for ingredients, claims and body copy.
- Engraved farm
- Since 2002
- Kraft & lime
- Sun-dried fruit
- Arched type
- Hand-crafted
First applications and handover
Business stationery
- 01Pouch / jar label: emblem, product and arched wordmark system.
- 02Letterhead: engraved emblem with company details.
- 03Business card: emblem-forward card for trade.
- 04Story card: farm and process insert.
- 05Shipping and retail: box stamp and shelf-talker lockups.
- 06Social kit: harvest and process-story templates.
Clear space, minimum size, misuse
Logo usage
The mark, and how to protect it. Give it room, hold its proportions, and keep it on-system across every surface.
In their words
Launching an organic food line requires a brand that consumers instantly trust. The creative work for Raw Earth was vibrant, honest, and stood out beautifully in a crowded FMCG space.
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The struggle
Entering the fast-moving consumer goods (FMCG) market with a line of dehydrated organic fruits meant we were battling against heavily marketed, artificial snacks with massive budgets.
The evaluation
We required a brand identity that was vibrant enough to catch the eye in a retail aisle, but honest enough to convey absolute organic integrity.
The execution
The creative execution was brilliant, balancing vibrant, appetizing visuals with a highly transparent, honest brand architecture that clearly communicated health benefits.
The result
The brand launched with immense retail success. The visual identity successfully cut through the noise of the FMCG space, securing instant consumer trust and excellent shelf placement in major organic grocers.