Case Study
Under the Canopy
Home, Bed, Bath, Fashion
Rebranding an organic original.
When Under the Canopy first launched in the 1990s, it was the pioneer in sustainable and organic textiles. As the brand evolved, it faced new opportunities to refine its identity.
Recognizing the enduring potential of the brand, Earthbound revitalized Under the Canopy with a refreshed product direction that restored the sustainable brand to its organic roots.
Services Included:
- Trend & Market Analysis
- Product Design and Development
- Packaging
- Brand Licensing Strategy
- Opportunity Discovery
- Deal Negotiation
- Marketing Support
- Finance and Legal
- Style Guide Creation
- Packaging Design
Attaining DTC Success
Sustainable Products
Designed more than 250 products across bedding, bath and apparel categories sold on UndertheCanopy.com
Increase in Organic Searches
Achieved a 12% increase in organic searches year-over-year, serving as a testament to the brand’s ever-growing demand in the sustainable home space.
How We Did It
Earthbound identified a gap market where eco-conscious consumers often faced high prices or outdated designs. We helped Under the Canopy leverage this opportunity with a strategic brand refresh that stayed true to its roots in sustainability.
We built a specialized, cross-functional team encompassing product, merchandising, e-commerce, creative and marketing to drive the brand’s transformation.
The brand re-launched with a fresh new suite of products, exclusively for Bed Bath & Beyond.
We developed a new positioning strategy, including a creative refresh, new packaging and logo design, to modernize the brand’s image.
As the brand evolved, we saw an opportunity to scale the DTC e-commerce business, UndertheCanopy.com.
To support the e-commerce business, we spearheaded the brand’s marketing strategy, inclusive of creative direction, digital marketing, email, social media and public relations.