Peace is a somewhat unrelated concept to packaging ─ for a lack of war. But it doesn’t have to be so: packaging for peace is possible to be designed.[hr]
There are many industries trying to get involved with NGOs and peace initiatives. It’s understandable, considering all the benefits it could bring: an improved corporate image, higher CSR, or social acknowledgment, just to say some.
Very recently, Purple Creative decided to lend a hand towards a global initiative for peace: Plants for Peace, who aim to “bring stability to conflict-torn countries through the creation of horticultural cooperatives”. The action, presently focused on Afghanistan, is currently trying to cut the grow of poppies, (source of heroin), and persuade the farmers into pomegranates.
Why pomegranates, and why packaging? The fruits of the initiative turn out to be a range of products, one of which is an organic yoghurt covered fruit bar. According to the brief, (as quoted from DigitalArts):[quote style=”boxed”]“The logo and brand had to work on different levels, to sell the final natural fruit product (…) and capture the charitable and world-changing essence of the charity. The logo had to become iconic as a company marque, while also being simple and appealing enough to be used on endorsement packaging, such as third-party pomegranate drinks.”[/quote]
The objective, Gwyn Edward explained, (Creative Director at Purple Creative), was to capture Plant for Peace’s unique story in a “simple, strong and memorable idea”. Hence the flat design:[quote style=”boxed”]“The style is deliberately naive to give it universal appeal, from UK consumers to tribal leaders, executed in vibrant colours to emphasise the fruit at the heart of the charity, and has layers of extra meaning that reinforce the cause.”[/quote]
The logo design received most of the attention, as it would span all over the range of products. Two were the main concepts involved: the tree of life and the global peace symbol, both depicted by the trunk shape. The circles, on the other hand, symbolize fruits.[quote style=”boxed”]“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 implemented the look and feel across the fruit bar packaging, drawing each fruit and creating the hand-stenciled identity.”[/quote]
But logos aren’t nearly enough to end conflicts: local participation in food markets and assistance of rural communities is essential. Plant for Peace’s fruit bars are just a small step in the right direction, but there’s many more to walk.
Sponsored by Derprosa, leading brand in biaxially oriented polypropylene films for packaging.