Peace, pomegranates & packaging: The story behind our Plant for Peace logo

We’re very proud to have created the logo and brand identity for Plant for Peace recently. You can see it in all its glory featured on their range of mulberry & pomegranate peace bars, now on sale in all Holland & Barrett stores and the larger Waitrose supermarkets.

Plant for Peace has an interesting story, so I thought you might be interested. You can also read this rather splendid article in Digital Arts too.

Plant for Peace are a charitable initiative encouraging farmers in conflict areas, like Afghanistan, to grow pomegranates not poppies – a global source of heroin. James Brett, Plant for Peace’s founder, had to singlehandedly host seven tribal ‘Jirgas’ with the 55,000 Elders and farmers to convince them it was a wise and economically viable move. Happily, he was successful and the organic fruits of their labour are made into these delicious peace bars.

Plant for Peace has a unique and positive story to tell – one we wanted to capture in a simple, strong and memorable branding idea. The style we created is deliberately naive to give it universal appeal, from UK consumers to tribal leaders, which we executed in vibrant colours to emphasise the fruit at the heart of the charity.

The logo idea is based around both the tree of life and the universal symbol for peace. The tree of life is a metaphor that’s been used in science, religion, philosophy and mythology for 1000s of years to represent the connection of all life on earth.

The abstract tree represents the life-changing effect of the charity on local communities, as well as being a physical depiction of the pomegranate tree. The fruit are the colourful circles around the central trunk.

The trunk of the tree represents the peace symbol. The story behind the universally known peace symbol with its ‘arms’ down, is interesting. Gerald Holtom sketched it on February 21st 1958, for the British nuclear disarmament movement. He drew himself as an individual in despair, with palms outstretched outwards and downwards, but he’d always wanted the symbol to be inverted upwards – so for the remainder of his life he would only draw the upright peace symbol, and his dying wish was that the upright version be placed on his tombstone.

The downward facing arms actually represent the opposite of peace (war and subjection) and make the symbol look more sword-like. Turned around, and in its proper upright position, it is a depiction of the Tree of Life, conveying an open energy, a more all-embracing and truly peaceful image.

We applied the look and feel across the fruit bar packaging, drawing each fruit and creating the hand-stenciled identity.

Good story, eh?

Now you know it, pop into your local Holland and Barrett or Waitrose to buy a bar. Plant for Peace will even plant a fruit tree for every one you purchase.

 

By Jamie Fleming

 

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