Hello, I’m Tiffany, the proud CEO of Abundant Earth Labs, and today I’m thrilled to reveal that we will be launching a beautiful rebrand this next week, which encompasses our logo, brand colors, and supplement labels.
Before we dive into this exciting transformation, let me assure you that the formula of our wonderful Whole Food Multivitamin has not changed one bit. It’s the same great product you’ve come to love and trust.
Our rebrand is more than just a visual makeover; it is a more genuine reflection of who we are, where we’re headed, and how we aspire to serve you, our ever-expanding community. Through countless emails, phone calls, and Facebook Ad interactions over the years, we have been deeply touched by your stories.
You are a community of educated and compassionate individuals, committed to living authentic, empowered, and healthy lives. You possess a deep respect for nature and an unwavering commitment to the well-being of those you love.
I’m honored to create products that nourish, heal, and support the lives of such incredible customers. It has been a long standing desire of mine to better align our branding with our core values and mission, and I wanted to do so before releasing any further products to our customer base.
For those of you who are as curious as I am about the story behind the scenes, I want to share the motivations that drove this transformation. What follows is a glimpse into my heart and mind. While these details may not hold the same significance for others, the beauty of leading a small business is the freedom to make changes that resonate with your soul.
There are two fundamental reasons for our rebrand. First, I’ve never felt entirely in alignment with our previous branding these past few years. Second, we had a practical need to create a branded supplement label that could serve as a template for future products - the first of which is releasing later this fall!
In the early days of Abundant Earth Labs, my focus was entirely on crafting the custom multivitamin formula of my dreams. To meet production deadlines, I had to quickly supply a brand logo and supplement label without the thoughtful design time I thought I’d have. I heeded the advice, “done is better than perfect” and ended up with a logo and label that, while functional, didn’t ignite personal excitement and never felt aligned with what I’d imagined.
For some, this isn’t a big issue, but for me, it was huge. Thoughtful and intentional design matter to me, as does feeling aligned, on a soul level, with projects that receive a substantial amount of my time and attention. Abundant Earth Labs is a labor of love, and re-aligning our branding had been a long time coming.
With the imminent launch of our second product this fall, it was crucial that we had a supplement label that would work not only for our multivitamins, but as a template for all future products. Our new and updated supplement labels provide what we need to present a cohesive product line, sharing a common design format with variations in label background color and illustrated plant or ingredient graphics for each new product.
Moreover, we received more inquiries than I was comfortable with about whether we were owned by Whole Foods Market, and it became apparent that the prominent green box on our old label featuring the white words “Whole Foods” needed to change.
With this rebrand, we aspired to curate a color palette for the labels and logo that exuded tranquility and peace, steering clear of the bold primary colors featured on our previous labels. The new palette is inspired by the soothing and muted hues of nature, including blues, greens, and golds, reminiscent of John James Audubon’s nature paintings.
On a personal note, I also found inspiration in the moody color scheme of the rugged Scottish Highlands. While it was a beautiful day, I was actually quite sick for my wedding day, so my husband and I celebrated our 10th wedding anniversary with a secret vow renewal in the Scottish Highlands, a place dear to both of us due to our shared Scottish ancestry.
The day of our vow renewal was private and gorgeous and one of the most touching moments of my life. The color palette of the wild highland terrain became a cherished memory and it definitely founds its way into influencing our rebranded color scheme.
Our brand logo has evolved to simply say "Abundant Earth" instead of our legal company name, “Abundant Earth Labs”. This adjustment was primarily due to requirements from Amazon, as our trademark at large is for “Abundant Earth” and they have a unique requirement that label logos must be an exact match to a seller’s trademark, no matter their legal name.
Our new logo features a unique brand mark, inspired by the abundance of nature, representing the earth, nourishment from water, and the leaf symbolizing growth and abundance.
Our brand mark just happens to also resemble a spring bulb emerging after a long winter, a sight that brings me immense joy!
In my very first blog post here, I shared the origin story of Abundant Earth Labs and how my love of gardening blossomed during a season of depression. Watching plants seemingly wither away during the winter only to burst forth with new life in the spring offered tremendous healing, as it drew profound parallels to the human journey.
Our new logo is not just a design; it symbolizes the regenerative nature of the earth and of our bodies.
The need for elegant simplicity was also considered while updating our logo. While I love the sophistication of intricate designs, as an e-commerce focused business, it was crucial for our logo to be easily readable and recognizable on digital screens.
Our iconic blue bottles remain, symbolizing the tranquility and calmness we hope our products bring you. However, our labels were given a new and enhanced look to present a clean, soothing, and artistically elegant look, now featuring a striking gold cap.
We deliberately moved away from the bright primary colors of our previous label, aiming to create a label that matched the premium quality of the ingredients and formula within. In addition, we’ve increased the font size of our “Suggested Use” instructions for ease of reading.
While our look has evolved, our unwavering commitment to your health, nourishment, and healing remains unchanged. Our promise to provide supplements of the highest quality, crafted with care and precision, that genuinely deliver on their promises, continues to be the driving force behind everything we do.
It’s been amazing to feel at PEACE with the new branding. The sense of alignment it has provided fills me with excitement as we venture into the future.
I am truly look forward to the possibilities that lie ahead. Our rebrand is a symbol of the brighter future we envision for our company and for you. From my family and me to you, thank you for being a part of this extraordinary journey.
Stay tuned for more updates, as we are releasing a remarkable sleep support product in mere weeks! As always, your health and well-being remain at the forefront of everything we do.
With heartfelt appreciation and excitement,
Tiffany Gieser, CEO, Abundant Earth Labs