The new packaging had to meet the company’s mantra, ‘Healthy Sustainable Fair’ and is fully biodegradable and made from recycled material.
The decision to rebrand came about from the evolution of the brand, and after meeting with a number of design studios, Studio Round won the chance to take the brand into its next iteration.
Studio Round worked with Loving Earth to develop a system to identify the unique chocolate bases the company is known for.
“There’s a system there, everything serves a purpose: form is function – and I love that,” explains Loving Earth founder and MD, Scott Fry.
“We have a system in which it’s clear what type of flavour you’re getting – when the illustration is a half cacao pod, you know it’s got a caramel base. When the illustration is quarter cut-away cacao pod, you know it’s got a coconut mylk base.
“The chocolate is symbolic of the company… It’s a milestone of what’s been happening the last few years – you grow to a certain age and you have to shed the old and welcome the new.”
Also new for Loving Earth is an expanded range of Buckini Cereals.
Coining the term “Buckinis” for activated buckwheat, a protein packed seed that forms the base for the breakfast cereal, the range is comprised of seven flavours. Familiar favourites deluxe, caramelised and chocolate are now joined by berry & cacao, nut & seed, berry choc and protein power.
The business began in 2006 when Scott Fry and Martha Butler returned from Mexico to Melbourne with a handful of traditional indigenous staples such as cacao, maca, mesquite and lucuma. Their intention was to help preserve indigenous communities by supporting growers with fair trade, in a sustainable manner, by creating healthy products.