Purple Creative has created the logo, branding and packaging for Plant for Peace, a global initiative that aims to bring stability to conflict-torn countries through the creation of horticultural cooperatives.
The first appearance of the logo is on Plant for Peace’s Mulberry & Pomegranate Peace Bars, which are now on sale in the UK, in branches of Waitrose and all Holland & Barrett stores. For every bar or multipack bought, a new sapling is planted in Afghanistan by the Plant for Peace Foundation.
Plant for Peace is an initiative currently focused on Afghanistan, where founder James Brett has singlehandedly hosted seven tribal Jirgas (assembly of leaders) over the past eight years, with a total of 55,000 Elders persuading farmers to stop growing poppies - the source of much of the world’s heroin - and start growing pomegranates and other high value horticulture produce instead.
The fruits of this initiative are a range of innovative products, the first of which is the organic yoghurt covered fruit Peace Bar.
According to the brief, the logo and brand had to work on different levels, to sell the final natural fruit product, whether a fruit bar, or drink, 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.
“Plant for Peace has a unique and positive story to tell – one we wanted to capture in a simple, strong and memorable idea,” explained Purple's creative director Gwyn Edwards. “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."
The logo idea is based around both the tree of life and the universal symbol for peace.
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 and other fruits, like mulberry.
While fruit is represented by the colourful circles around the central trunk, the trunk of the tree represents the peace symbol.
“Gerald Holtom sketched the peace symbol on February 21st 1958, for the British nuclear disarmament movement," explained Edwards. “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."
“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,” he continued. “We implemented the look and feel across the fruit bar packaging, drawing each fruit and creating the hand-stenciled identity.”
Plant for Peace believes that by assisting rural communities in post conflict territories such as Afghanistan, to participate in the local food market and grow produce for the fruit bars, they can start to build a more stable and sustainable living.
Founder James Brett claimed the bars were “real, tangible proof that if you put aside the politics and just get on a level with people, wherever you are in the world, human to human, anything is possible.”
“With the global potential of Plant for Peace, it was important to me that the brand design resonated across many cultures and people,” he added. “The logo and branding needed to be distinct, memorable and concise. Purple Creative has delivered this message well, and the branding is simply effective.”