UNDR

The Challenge
UNDR was not simply launching a new product. It was introducing a behavior most people had never considered.

Before consumers could choose a kit, they needed a reason to become curious about their land in the first place. The brand had to make sophisticated laboratory testing feel accessible and engaging, without compromising its scientific credibility.

It also had to simplify a multi-stage journey: selecting and registering a kit, collecting and returning a sample, then interpreting a detailed set of results.

Too technical, and the experience could feel intimidating. Too focused on treasure hunting, and the science could lose authority. UNDR needed to make discovery exciting, credible and easy to understand.

The Bright Idea and the Brilliant Execution
We built the brand around a simple idea: Unearth Curiosity

UNDR invites people to see familiar land differently, not as ordinary dirt, but as a source of hidden information, potential reassurance and unexpected discovery.

The custom lowercase logotype feels friendly and approachable, while its connected forms and subtle arrows reflect the product journey: a soil sample goes in and meaningful information comes back. An earth-inspired color palette of warm reds, terracotta and neutrals grounds the identity, with metallic details subtly referencing the elements that might be uncovered.

Copy including “Understand Your Land” and “Ready, Set, Dig” balances clarity with intrigue. A system of layered shapes, custom icons and flexible data graphics makes complex testing categories and laboratory findings easier to navigate.

We treated the packaging as the beginning of the ‘hands-on’ experience. The presentation box creates anticipation, while differentiated sampling pouches, concise instructions and custom illustrations guide customers confidently through collection and return.

The website had to sell and teach at the same time. We shaped the content and user journey around the questions a first-time customer would naturally ask, then created a custom reporting system to make complex laboratory results easier to understand.

Purpose-built charts, including layered composition charts, tailored zero-state designs for precious metals, and simplified range charts for potential contaminants, gave each type of information its clearest visual expression while remaining unmistakably UNDR. Custom animated explainer videos also guided customers through how to use the kit in a simple, approachable way.

Photography connected the science back to the land, combining tactile outdoor imagery with clean, modern testing visuals. We then extended the system across email, social, LinkedIn, motion, press materials and merchandise, giving the founders a complete and consistent toolkit for launch.

The Result
UNDR launched as more than a testing product. It entered the market as a fully realized consumer brand.

One clear idea now connects every touchpoint, from the first moment of curiosity to the final report. The experience makes an unfamiliar proposition feel understandable, turns complex science into something approachable and gives people a compelling reason to look beneath the surface.

The result is a brand that makes an unfamiliar idea feel clear, credible and compelling, while giving the founders a strong foundation for what comes next.