Earthly Brand Guideline

Brand Guidelines

Welcome

The Earthly brand guidelines are made to help you understand the core of Earthly. This guide is an essential blueprint that helps in moulding and expanding the brand while keeping its core intact, so you can glaze the brand without losing what makes it truly special. Consider this your base to mould Earthly into a beautiful brand that brings change to people’s lives.

Contents.

Brand Overview

About Earthly

Brand Archetype

Value Proposition & USPs

Communication & Values

Tone of Voice

Key Values

Key Messaging

Mission, Vision & Goals

Visual Identity

Logo

Colours

Typeface

Graphic Assets

Imagery

Creative Applications

About Earthly

What is Earthly?

“Earthly India” is an artisanal ceramic brand with a mission to blend traditional ‘chini mitti’ craftsmanship with modern design while upholding principles of sustainability and fair trade. They intend to blend artistry, functionality and sustainability to create products that elevate your daily life.

Why does Earthly exist?

Our purpose is to reimagine ceramics, infusing each creation with inspiration and purpose, so that every piece embodies not just beauty but also a commitment to a better, more sustainable future for all.

Brand Archetype

Earthly India is a ‘Wise Creator’ i.e a combination of Creator + Sage Archetypes

The Sage Trust

Happiness

Fulfilment

Growth

Peaceful Empowering

The Creator

Innovative Imaginative Making things better

Quality

Customisation

Timeless Beauty

Value Proposition & Brand USPs

Value Proposition

• Earthly India offers exquisite ceramic creations that elevate everyday moments into timeless experiences.

• With unparalleled craftsmanship, unique design, exceptional quality and an eco-conscious approach, Earthly India provides ceramics that are not only beautiful but also environmentally and socially responsible.

• The brand’s commitment to personalisation ensures that customers can create ceramics tailored to their preferences, making their living spaces truly their own.

Brand USPs

Earthly India’s ceramics are made of highquality porcelain and are competitively priced compared to other market products. They are also microwave safe, combining aesthetics with functionality.

Exceptional Craftsmanship:

Highlight Earthly India’s meticulous artisanal approach to crafting each piece.

Unique Design:

Showcase the fusion of tradition and innovation in designs.

Customisation:

Promote the ability to tailor products to incorporated preferences.

Tone of Voice

Calm & professional in a non-intimidating manner.

Earthly is soft-spoken, helpful and artistic as a brand and when not in a professional setting, it takes a poetic approach.

Earthly being primarily a B2B company is professional and calm. It doesn’t try to intimidate B2C audience while proclaiming to be a B2B brand.

Key Values

Unique Aesthetic:

Earthly India aims to offer a unique aesthetic by blending tradition and modernity to create distinctive decor.

Sustainability:

The brand is dedicated to eco-conscious products that promote a greener lifestyle.

Quality:

Earthly India is known for its meticulous craftsmanship, ensuring durability and longevity in every piece.

Cultural Connection:

The brand celebrates India’s rich artistic heritage through its creations.

Fair Trade:

Supporting artisans and their communities is a fundamental value.

Functional Art:

Earthly India creates products that combine beauty with practicality.

Versatility:

Their ceramics are suitable for various purposes and styles.

Customisation:

Options are available to match personal preferences.

Peaceful Ambience:

The earthy colours of their ceramics contribute to a serene atmosphere.

Sustainable Living:

The brand aligns with responsible consumption and environmentally friendly practices.

Key Messaging

Preserving Heritage, Celebrating Craftsmanship

Elegance Meets Ethics

Earthly India preserves traditional craftsmanship while celebrating handmade ceramics.

Combining elegance and ethical practices, offering environmentally conscious and socially responsible ceramics.

Individuality in Every Piece

Creating one-of-a-kind ceramics that add a unique touch to every home and occasion.

Mission, Vision & Goals

Mission

Earthly India is on a mission to blend traditional ‘chini mitti’ craftsmanship with modern design, creating artisanal ceramics that embody a unique aesthetic, functionality and sustainability. Our commitment extends beyond beauty, striving for a better, more sustainable future for all.

Goals

To establish Earthly India as a globally recognised brand synonymous with unparalleled craftsmanship, unique design, exceptional quality and eco-conscious production. We aim to foster a community that values the artistry, functionality and sustainability inherent in our ceramics.

Vision

To reimagine ceramics as a medium of inspiration and purpose, celebrating heritage, promoting ethical practices and providing individuals with one-ofa-kind, timeless pieces that elevate daily life while contributing to a greener, more harmonious world.

Story behind the Earthly Logo

Earthly logo is inspired from ‘Panchtatva’ (पंचतत्व)

Panch + Tatva which denotes five elements of universe which are Bhumi (Prithivi, Earth), Neer (Jal, Water), Agni (Aag, Fire), Vayu (Air) and Gagan (Space).

The inspiration came from the fact that Earthly is a ceramic brand and ceramics are made with the help of all five elements.

Step by step conceptualisation of Earthly logo from the elements is shown below

Moulded by Water Breathing through Air Frozen by Fire To redifine Space

The Earthly Logo

The Earthly logo personifies the journey of a cermaic through the five elements of nature.

Between the expanse of the sky and the mystery of the waves, the Earthly logo, stand as a reflection of the Earth.

The logo represents Earthly’s aspiration to inspire a healthy sense of being.

Logo Stacking

The Earthly logo has 4 alternatives-

1. The Primary Logo whcih contains the whole brand name ‘Earthly India’

2. The brandmark (logomark) that can exist on its own without the name

3. The secondary lgoo without ‘India’

4. The tertiary logo which is a horizontal stack of the secondary logo

Primary Logo

Brandmark

Logo Architecture

The primary logo for Earthly has been made in such a way that nothing is exactly geometrically proportional, but everything is optically proportional. This has been done keeping in mind that ceramic structures are not geometrically same, even if they are made by the same artist.

The tertiary logo however is based on geometry where the distance between the lgoomark and lgootype is double the kerning of the logotype.

Tertiary Logo

A 2A

Logo Proportions

The primary logo is in the proportions of 1.2:1 (W:H). This has been done to optically make it look square.

The tertiary logo is in the proportions of 7.7:1 (W:H). This width make it easier to use for applications with less space like lanyards, packaging tape or horizontal labels.

Primary Logo

Tertiary Logo

LogoPadding

It is important to maintain padding i.e minimum safe space around the logo. Logo Padding helps in making the logo stand out in creatives.

The primary logo uses the alphabet H used as shown on right to mark the padding to be used in creatives.

The tertiary logo uses the circle in the logomark to define the padding space.

Different elements have been taken for each as the purpose for each stacking is different. The tertiary logo has been made to save space, therefore needs a smaller breathing space.

Primary Logo

Tertiary Logo

Logo Positioning

• It is recommended to use the Earthly logo in the centre of creatives, as it is a centre aligned logo.

• You can place the logo in the centre of the artwork, or anywhere on the top and bottom half following the centered stacking of the logo.

• The logo can also be placed on bottom right of the creative if needed. Please note that in this case, the logo will not have ‘India’ and only Earthly.

Logo Dont’s

The Earthly logo should never be altered and should be used as is. On the right are few examples, of common alterations, that should be avoided.

Do not rotate/tilt the logo

Do not alter the line spacing in the logo mark - it is meant to be unequal

Do not skew the logo

Do not stretch the logo unproportionately

Do not elongate the logo unproportionately

Do not add shadow/glow effect to the logo

The logotype spacing should never be tampered with

The ;pgp should never be used in any other colour other than Earthly brand colours

The logo must never be cut or cropped in any way

Brand Colours

The colour palette is a contemporary take on colours of the elements. It represents a brand that is dependable, soothing, true and caring.

The Dark Cerulean and Lily White are primary brand colours. Arctic Mist and Zuccini are suppotive neutral colours and Burnt Sienna is a bright accent colour.

Lily White is a great alterantive for a striking bright white and helps in toning down the brand. Zuccini is a dark green that acts as a great alternative for a striking black.

DARK CERULEAN #06536C

LILY WHITE #F2F4F4

ARCTIC MIST #819FA7

ZUCCINI #0B251E

BURNT SIENNA #F15B43

Brand Typography

Earthly uses a combination of serif and san-serif typefaces which makes it versatile, easy to scale and maintain proper hierarchy in layouts.

Aa Aa

Primar y Typeface : Mulis h

Clean | Contempora ry | Moder n

Secondary Typeface : Cormor ant Gar amond

Finessed | P ersonalised | Delicate

SAMPLE

Traditional ceramic craf tsmanship of “chini mit ti” with sustainabilit y and a modern approach.

eart hlyindia.in

SAMPLE

Graphic Assets

Using Brandmark

The Earthly brandmark can be broken apart and used in interesting ways like how it has been used in this book as an element for header and footer. Few examples of how to use brandmark in layouts have beeen shown on right.

Graphic Assets

Iconography

Custom Set

Earthly has an abstract set of icons customised to suit its minimal aesthetic. Examples of both have been attached on the right.

Making

Happy Customers Featured

Collection

Exhibitions

Graphic Assets

Illustration Style

Contrary to its filled icon style, Earthly uses linear monoline lllustrations. This has been done to create contrast in creatives, as contrast helps in creating focus.

Imagery

All Earthly imagery should alteast be checking one of the factors mentioned below

• Should be warm toned

• Should be moody and aesthetic

• Should be comforting and not chaotic (not too many things in one frame)

• Can have a neutral element if needed (backgrounds/ props)

• Contrasting elements that help focus on the subject

• Subject should be in focus

• Usage of ample of breathing space

Front Side

Back Side

Creative Applications

Catelogs

Creative Applications

Packaging Label + Sticker

Creative Applications

BRAND GUIDELINES | 2024

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