Easterly.
Time better spent.
Naming / Positioning & Strategy / Creative Direction / Brand Identity / Packaging /
TOV & Copywriting / Content Direction / Communication / Digital Design & Direction / Guidelines & Brand Guardianship
Every step of the journey
With a saturation of options in the utility cart market, with very few delivering on function and durability, the Easterly team invested heavily in product development, elevating the humble beach cart to reach new levels of design thinking and functional performance.
The brand needed to tell an elevated story. Make Matter were engaged in the products infancy, work-shopping and creating the Easterly name. Reflecting the origins of the idea while paying homage to the rugged & blissful east coast of Australia. Then creating a strategy and positioning that moved away from the function of the product, to bring to life the human desire to adventure ‘Unbound’. This become driving force behind the brand identity.
Grounding the brand with a hero identifier, apt for both digital, product and textile applications. The Easterly Crest is an abstract monogram ‘E’ capturing the idea of the path less travelled, paired with a refined wordmark aligning with the elevated position in the market.
The freedom of outdoor play and adventure are reflected through an earthy palette, a combination of type treatments that are used to capture the energy and luxuries of time better spent. These elements are all tied together with a photo library that heroes authentic stories of place, lifestyle and occasion, where the Pull-About becomes your greatest accessory.
Elevated Story
Photography: Jeremy Gryst
Industrial Design: Katapult