Curious Design

Mother Earth

keeping it real

Some things don’t change. Mother Earth’s always kept it real with their wide range of nuts, snacks, bars and spreads. With only the very best ingredients and no artificial anything. Because Mother Earth knows that when it comes to making food it’s all about being ‘nature at its most delicious’. And Curious has been right there looking after Mother Earth ever since the good folk at Prolife Foods took her on in 2008.

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  Mother Earth’s wholesome values are even more important to us now-as people seek simpler, more natural lifestyles. So Curious has ensured that this ethos is visually represented to the consumer by creating a ‘green wall’ of packaging across all variants. This key asset creates a brand blocking effect on shelf, making the diverse range of products clearly recognisable as Mother Earth. (Because no one wants to get lost in a supermarket without their Mother.) However through customised typography and graphics, we have managed to give each product its own unique personality-to ensure that it is relevant to the specific target market. Some things do change though. Since 2008, turnover has increased tenfold – and we’re proud to say we’ve been part of the evolutionary process. Nowadays, Mother Earth is not only loved in New Zealand, but is now a success story in Australia and other places on earth as well.     ‘Curious have been our packaging design agency for over 9 years for one of our key brands Mother Earth.   They have been part of the Mother Earth journey from the start and have shown that through great account management, clever strategic direction and their team of talented designers, they play a key role in brand development. Mother Earth has entered into multiple categories over the last 8 years.  The core of the brand is in Muesli Bars, and on the strength of this, has entered into Snack Nuts, Peanut Butter, Jam, Honey, Dried Fruit and Breakfast.  Curious have been instrumental in creating the strong Mother Earth look across these differing categories, ensuring the brand has presence on shelf and cut through in today’s competitive market.’   Caroline Potter (Marketing Manager, Prolife Foods)


Mother Earth’s wholesome values are even more important to us now-as people seek simpler, more natural lifestyles. So Curious has ensured that this ethos is visually represented to the consumer by creating a ‘green wall’ of packaging across all variants. This key asset creates a brand blocking effect on shelf, making the diverse range of products clearly recognisable as Mother Earth. (Because no one wants to get lost in a supermarket without their Mother.) However through customised typography and graphics, we have managed to give each product its own unique personality-to ensure that it is relevant to the specific target market. Some things do change though. Since 2008, turnover has increased tenfold – and we’re proud to say we’ve been part of the evolutionary process. Nowadays, Mother Earth is not only loved in New Zealand, but is now a success story in Australia and other places on earth as well.
 
 
‘Curious have been our packaging design agency for over 9 years for one of our key brands Mother Earth.   They have been part of the Mother Earth journey from the start and have shown that through great account management, clever strategic direction and their team of talented designers, they play a key role in brand development. Mother Earth has entered into multiple categories over the last 8 years.  The core of the brand is in Muesli Bars, and on the strength of this, has entered into Snack Nuts, Peanut Butter, Jam, Honey, Dried Fruit and Breakfast.  Curious have been instrumental in creating the strong Mother Earth look across these differing categories, ensuring the brand has presence on shelf and cut through in today’s competitive market.’
 
Caroline Potter
(Marketing Manager, Prolife Foods)