Brand Design 3: How To Brand An Earthy, Community-Focused Business

This branding style is great for businesses that can be described with keywords like friendly, nature-lovers, spiritual, arts, craft, ethnic, history, antique, and robust.

If you are looking to create a brand that exudes warmth, authenticity, and a connection to nature, then you’re in the right place.

This personality is perfect for businesses that want to promote a cozy and inviting image while also emphasizing their commitment to sustainability and the environment. From natural textures to autumn-inspired color palettes, we’ll explore all the elements that make up this unique branding personality and how you can effectively incorporate them into your own brand.

Group 3 branding personality is best for these businesses:

• Organic and fair trade companies: The natural and earthy elements of Group 3 branding are a perfect fit for businesses that focus on sustainability and eco-friendliness.
• Agriculture and gardening: The use of natural textures and warm colors can help promote a connection to the land and a love of growing things.
• Crafts, woodwork, and metalwork: The rustic and handmade feel of Group 3 branding is perfect for businesses that create beautiful, handcrafted items.
• Books and knowledge: The warm and inviting tone of Group 3 branding is great for businesses that focus on sharing knowledge and educating their customers.
• Food and beverages: The natural and warm elements of Group 3 branding can help promote a connection to the earth and the natural ingredients that go into creating delicious food and drink.
• Investigative journalism, psychology, archeology, or history: The authentic and passionate personality of Group 3 branding can be well-suited for businesses in these fields that focus on truth-seeking and sharing knowledge.
• Chocolate, coffee, spices, bakery, beer makers, gardeners, vegetables, minerals, building industry, toys made of natural materials, and more: Group 3 branding can be a great choice for businesses in these industries that embrace an earthy, organic, and natural aesthetic.

Overall, businesses that focus on community, authenticity, and a love of the natural world can benefit from using Group 3 branding.

Group 3 – Earthy and Authentic Branding Style

Main keywords: Warm, nature, spirituality, arts, craft, ethnic, history, antique, robust.

Shapes and textures

Squares with rounded corners, patterns of natural texture and nature, and informal illustrative styles.

Acrylic or gouache paints, natural textures, and preferably recycled or textured paper. Linen cord and textiles, brown paper, handmade paper, and wood.

Group 3 branding style is all about using shapes and materials that feel natural and earthy, with a focus on textures and warm colors. The rounded corners on squares give a friendly, approachable vibe, and patterns from nature add interest and depth.

The materials used also reflect a love for the environment, with a preference for recycled or textured paper, linen, and wood. Acrylic or gouache paints are used to create a more organic look.

People who appreciate nature and eco-friendly materials will be drawn to this style, which has a playful and approachable feel thanks to the informal illustrative styles used. It’s versatile and can be used for all kinds of artistic or design projects.

Typefaces and fonts

When it comes to typefaces and fonts, this style values a relaxed and informal feel.

The preference is for slab serifs or sans serifs, as long as they have a degree of weight to them. Thick lettering is used for headlines, while script fonts are chosen to mimic handwriting and create a friendly, approachable vibe. The focus is on avoiding formality and instead using typefaces that feel approachable and warm.

This style is well-suited to projects that aim to create a friendly and relaxed atmosphere, such as invitations, advertisements, or social media posts.

Design style of Earthy Branding

Intensive but subtle shades, natural and rustic textures. Natural materials. Friendly and warm, rounded corners and edges. Illustrations are robust and earthy.

This brand design style is all about using intense yet subtle shades and textures that are natural and rustic.

The preference is for materials that feel organic, such as wood, linen, or recycled paper. The design itself has a friendly and warm feel, with rounded corners and edges that give a softer, more approachable look.

Illustrations are a key element of this design style, and they are typically robust and earthy, with a focus on natural shapes and elements.

The overall effect is one of understated elegance, with a relaxed and friendly feel that is well-suited to a range of applications, from branding and advertising to social media and web design. This style will appeal to those who appreciate natural materials and an emphasis on simplicity and approachability.

Color theory

Shades. The hues have some black added. The more black is added, the darker and less intense the result is. Warm, subtle colors.

This color theory is focused on creating shades with a subtle, understated effect.

The preference is for hues that have some black added, as this creates a darker, less intense result. Warm colors are preferred, with a focus on creating a cozy and inviting atmosphere. The overall effect is one of subtlety and sophistication, with shades that are rich and deep without being overpowering. This style is well-suited to creating a warm and inviting atmosphere, whether in branding or interior design.

By carefully selecting colors and creating shades that complement each other, designers can create a cohesive and visually pleasing effect that is both inviting and sophisticated.

Color palette for an Earthy Brand

The group 3 palette is again warm, but it is intense, rich, and muted this time – definitely not the primary colors.

The shades here are varied between very strong and, at the same time, quenched tonalities, for example, burnt orange, mustard yellow, butter yellow, olive green, forest green, peacock, petrol, aubergine, and warm burgundy.

Supported neutrals are warm browns in any shade.

The colors of this group have a strong bond with the countryside and naturalness. The palette has depth, substance, and maturity.

In business

The business associated with Group 3 personalities has an autumnal feel – abundant, subtle, and friendly.

The visual tones used in marketing are intense and reminiscent of autumn nature, with colors ranging from deep purple to rich brown. The marketing strategy is warm, open, and focused on high skills, appealing to both women and men. While this visual style can appeal to both women and men, it is particularly effective in creating a masculine image, especially when combined with the visual style of Group 4- the premium branding style.

As a result, businesses that embody the Group 3 personality may find success in targeting male audiences.

The use of high-quality visuals and the emphasis on skills and expertise suggest that this business is positioned in a medium to slightly above-average price range. However, the success of the business may also depend on the support of other personality groups to create a well-rounded and effective marketing strategy.

Designer Oskar Bastid: behance.com/mor8

Language

Group 3 businesses use energetic, passionate, and intelligent communication on the website, social media, promotional materials, and direct customer communication.

Businesses that embody the Group 3 personality utilize energetic, passionate, and intelligent communication across a variety of platforms, including their website, social media, promotional materials, and direct customer communication. The language used is engaging and dynamic, with a focus on capturing the audience’s attention and conveying a sense of expertise and enthusiasm.

The messaging is carefully crafted to convey the company’s values and mission, while also resonating with the target audience.

Whether through blog posts, social media updates, or email campaigns, Group 3 businesses prioritize effective communication that is both engaging and informative.

firstagar.com.tw, pursuitcollection.com

Examples of Businesses With Earthy Branding

happinez.nl

firstagar.com.tw

bittermilk.com

kinoya.co.jp

collective615.com

pursuitcollection.com

Season

Autumn in its intense colors and abundance.

We see a lot of colors in nature, and again are they in perfect harmony? But now, the shades of colors are entirely different from the previous two seasons. This time, the northern part of the world is not very flowery.

Still, the colors are everywhere – in falling leaves that turn yellow, red, purple, and eventually brown, in ripe berries and fruits, and in red and purple branches that appear nude after the leaves have fallen off.

Group 3 Keywords

Have you written down 3-5 keywords that describe your project or brand best?

Can you find them all here? If yes, then Group 2 might be the one that best suits your project, and it is time to start collecting ideas for your visuals. The first step is creating a mood board: How To Make a Mood Board.

Abundant	Comforting	Focused on Growth
Ambitious	Community	Learning
Authentic	Earthy	Nostalgic
Fighter	Effective	Organic
Enthusiastic	Energetic	Practical
Fun	Friendly	Productive
Spirited	Spiritual	Strong
Intense	Fair	Warm
Historical	Unusual

Comparison of Groups 1, 2, 3, and 4

Group 3 emphasizes warm, intense tones, natural textures, and rounded shapes to create a friendly, approachable tone that is energetic, passionate, and intelligent.

This design style is more suitable for businesses that want to convey a sense of abundance, authenticity, and community.

In contrast, Group 1 (playful branding) is characterized by its use of bright, youthful colors, playful shapes, and whimsical illustrations. This design style is more suitable for businesses that want to convey a sense of youthfulness, happiness, and fun. The visual style of Group 1 is more informal and relaxed, with an emphasis on creativity and playfulness. Group 1 focuses on creating a youthful and happy-looking brand that appeals to a broad audience.

Group 2 (elegant and feminine branding) is characterized by its use of feminine and elegant visuals, with a focus on high quality and understated elegance. This design style is more suitable for businesses that want to convey a sense of luxury, sophistication, and exclusivity, and is likely to appeal primarily to women.

From a communication standpoint, Group 3 focuses on energetic and intelligent communication that emphasizes high skills and expertise, while Group 2 emphasizes refined, elegant communication that emphasizes luxury and exclusivity.

In terms of pricing, Group 3’s visuals are more likely to create the prerequisite for medium to slightly above-average price class, while Group 2’s visuals are more suited to a higher price range.

Group 4 (high-end branding) aims to create an exclusive and luxurious brand image with a high price point.

In terms of visuals, Group 4 is more likely to use sleek and polished designs with a focus on high-end materials and finishes, while Group 3 is more likely to use natural and rustic textures with rounded corners and edges. The color palettes for the two groups also differ, with Group 4 favoring more sophisticated and luxurious colors while Group 3 leans towards warm and subtle tones.

Can you combine different branding types?

Yes, it is possible to combine different branding personalities.

Many businesses do so, but it is important to be mindful of how different personalities will work together to avoid a confusing or conflicting brand image. Generally, it is recommended to combine no more than two branding personalities at a time.

Combining different branding personalities can be a creative way to make your brand stand out and communicate a unique message to your audience. Here are some examples of how you can combine different personalities:

• Group 1 + Group 2: Combine the playfulness of Group 1 with the elegance and sophistication of Group 2. This can work well for sophisticated brands or businesses that want to communicate a sense of playfulness and ease.
• Group 2 + Group 3: Combine the sophistication and reserved feel of Group 2 with the earthy and authentic feel of Group 3. This can be a great fit for businesses that want to promote a connection to nature and sustainability while maintaining a polished image.
• Group 3 + Group 4: Combine the warmth and natural feel of Group 3 with the playful and energetic vibe of Group 1. This can work well for businesses that want to promote a fun and lighthearted image while also emphasizing a connection to nature and the environment.
• Group 1 + Group 4: Combine the boldness and confidence of Group 4 with the playful and energetic vibe of Group 1. This can be a good fit for businesses that want to promote a sense of excitement and adventure while also maintaining a strong brand image.

It’s essential to test and refine your brand image as needed to ensure it effectively communicates your values and resonates with your target market.

Conclusion

In conclusion, the Group 3 personality is associated with an autumnal feel – abundant, subtle, and friendly.

This personality is characterized by the use of intense, warm tones and a focus on high skills and expertise. Businesses that embody this personality utilize energetic and passionate communication that is intelligent and engaging, with a focus on conveying their values and mission to their target audience.

While this visual and communication style can appeal to a wide audience, it is particularly effective in creating a masculine image and may be positioned in a medium to slightly above-average price range. Overall, the Group 3 personality provides businesses with a powerful visual and communication strategy that is both inviting and sophisticated.

Element	Description
Personality	Earthy, authentic, and warm. Can also be bold, masculine, and moody.
Mood	Abundant, cozy, nostalgic, and warm.
Supporting Details	Natural wood, natural linen, antique, and old books – whatever emphasizes rustic coziness. Any ethnic theme is right here, whether it is folk textiles or other elements of Siberian, Guatemalan, or Indian origin. Autumn fruits and vegetables, abundant autumn flowers, and wildlife. When shooting outdoors, this personality is ideal for taking advantage of the old buildings’ magic—wood, limestone, and stone walls.
Shapes and Textures	Squares with rounded corners, patterns of natural texture and nature, and informal illustrative styles. Acrylic or gouache paints, natural textures, and preferably recycled or textured paper. Linen cord and textiles, brown paper, handmade paper, and wood.
Color Palette	Rich and warm colors are inspired by autumn deep browns, intense purples, and warm oranges. Neutrals like beige and taupe are also commonly used.
Typefaces	Sans-serif fonts with rounded edges or serif fonts with classic and elegant shapes. Handwritten and script fonts can also be used for a more personal touch.
Brand Photography	Focus on capturing natural, earthy settings like outdoor landscapes, cozy interiors, and organic textures. Use warm lighting to create a cozy and inviting atmosphere. Incorporate people in the photographs to show the community aspect of the brand.
Language and Tone of Voice	Energetic, passionate, and intelligent communication. Use a friendly and approachable tone with a focus on community and growth. Emphasize authenticity and a love for nature and the environment.
Color Theory	Warm, subtle colors inspired by autumn. Hues have some black added to create darker and less intense shades. Use warm, natural colors with occasional pops of brighter, bolder colors to add interest and depth.

Learn all about other personalities:

• Group 1- Brand Design 1: How To Brand a Youthful, Open, and Happy Business.
• Group 2- Brand Design 2: How To Brand an Elegant, Feminine Business.
• Group 4- Brand Design 4: How To Brand a High-End, Luxury Business

And read all about the psychology of colors in logos and branding.