Earth’s Choice required the development of a classy and current logo, as well as a fresh new way of packaging a phenomenal coffee.
The stunning design of the logo and packaging was created using the fresh, organic, straight-from-the-garden-goodness of the products as inspiration.
The Earth’s Choice private label coffee was so successful that Six Twelve was awarded a whole line of Earth’s Choice products to design.
Earth's Choice Natural Food Product Line
Canadian Choice Wholesalers
Canadian Choice Wholesalers wanted to create a privately branded product line that would flex its muscles and hold its own in the national market place.
The initial process was three-fold:
- Create a new logo and brand standard
- Design a foundational coffee label
- Develop a positioning statement
The new product line, Earth’s Choice, needed to be consumer-friendly and have organic overtones. It was not to be associated with the Canadian Choice Wholesalers line or other privately branded lines, but still carry the dignity inherent in their branding.
Canadian Choice Wholesalers chose coffee as their premiere product for design and testing in the market. This product was to lay the foundation for the design and development of future products.
The success of the Earth’s Choice Coffee – branding, logo and product – was so great that Canadian Choice Wholesalers awarded Six Twelve the opportunity to further develop the brand through the following products:
- Earth’s Choice Olive Oil
- Earth’s Choice Canned Tomatoes
- Earth’s Choice Peanut Butter
- Earth’s Choice Apple Juice
- Earth’s Choice Organic Salsa’s
- Earth’s Choice Almond Butter
By identifying the target market’s interests, a tag line was developed and is now used with all Earth’s Choice products:
‘Helping the earth one choice at a time.’
The success of this new product line has led to the roll out and expansion of new products more rapidly than initially anticipated. The Earth’s Choice products have done extremely well in a very crowded product-category nationally as well as locally. Considering the sophisticated coffee drinking culture of the Canadian West Coast, the popularity of Earth’s Choice Coffee speaks for itself!
