ERTH

YEMENI ROOTS.
A CONTEMPORARY PRESENCE.

Specialty Coffee

Brand Strategy
Visual Identity
Packaging
Brand Experience

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THE CHALLENGE

HOW DO YOU
MODERNIZE
HERITAGE
WITHOUT LOSING IT?

ERTH needed a culturally rooted identity capable of translating Yemeni coffee heritage into a contemporary, premium and scalable brand system.

THE BRAND IDEA

YEMENI ROOTS.
NEW YORK PRESENCE.

ORIGIN

Heritage
Warmth
Craft
Culture

PRESENCE

Contemporary
Simple
Premium
Scalable

THE MARK

ORIGIN,
DISTILLED.

The mark brings together the sun, coffee plant, gateway and Yemeni architectural language in one clear expression.

COLOR

WARMTH
WITH WEIGHT.

TYPOGRAPHY

ONE VOICE.
TWO SCRIPTS.

هوية يمنية الأصل
معاصرة في حضورها

GRAPHIC LANGUAGE

HERITAGE
BECOMES A SYSTEM.

MOTIFMODULEPATTERNSYSTEM

ERTH graphic language expanded into a scalable pattern system

PACKAGING

ONE SYSTEM.
ACROSS EVERY RITUAL.

ERTH cream and burgundy takeaway cup applications

DIGITAL

BUILT TO SPEAK
BEYOND PACKAGING.

ERTH mobile story and social application

ERTH Instagram and social communication system

THE THINKING

THE FINAL IDENTITY
WAS THE OUTPUT.

THE SYSTEM
WAS THE WORK.

Selected pages from the approved Heritage to System presentation. These are explanatory strategic and design artifacts, not raw sketches.

THE OUTCOME

A COHESIVE IDENTITY SYSTEM DESIGNED TO CARRY ERTH'S CULTURAL FOUNDATION CONSISTENTLY ACROSS PACKAGING, COMMUNICATION AND BRAND TOUCHPOINTS.

ERTH takeaway carrier closing application

ERTH
Branding by TAGTONE®

FROM HERITAGE
TO A LIVING
BRAND SYSTEM.

NEXT PROJECTPORTAFOTO →

YEMENI ROOTS.A CONTEMPORARY PRESENCE.

HOW DO YOUMODERNIZEHERITAGEWITHOUT LOSING IT?

YEMENI ROOTS.NEW YORK PRESENCE.

ORIGIN

PRESENCE

ORIGIN,DISTILLED.

WARMTHWITH WEIGHT.

ONE VOICE.TWO SCRIPTS.

HERITAGEBECOMES A SYSTEM.

ONE SYSTEM.ACROSS EVERY RITUAL.

BUILT TO SPEAKBEYOND PACKAGING.

THE FINAL IDENTITYWAS THE OUTPUT.THE SYSTEMWAS THE WORK.