Iz zemlje v zemljo
Category
Branding
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Iz zemlje v zemljo (From soil to soil) was a project that focused on researching and improving cremation and burial practices through a sustainable approach to the use of materials. It also explores the public view on death and sustainability.
Visual identity
For public communication purposes, the project needed a visual identity that would present the beauty of life rather than the morbidity of death. I designed a logo with variations, the color palette, and designated typography. A composite logomark was also created for purposes of different placements.
Storytelling logo
The primary logo was composed of a double-line project name, Iz zemlje v zemljo (From soil to soil), a stylized flax flower, and an urn. Flax was chosen as the most sustainable natural resource for burial cloth making nad it was important to incorporate it in the visual language. The composition was intended to tell a story of a sustainable circuit, as a flax flower came from soil and returned to soil after death to build new life.
Educational flyer
For Žale d. o. o., a carrier of the project, it was of great importance to educate their clients about the sustainable options we discovered during the research phase of the project. The educational flyer briefly explained the meaning of the use of flax in Slovenian tradition as well as its significance in today's burial practices.
Consumer activation
I also composed a special promotional activation, based around seed paper cards, attached to simple flax bouquets. Those would be given to passers-by as a romanticised token of life after death. The cards would carry a QR code leading to an informational landing page. After use, the card could be planted, and the receiver could grow their own flax flower at home.
Collaborators
Project Iz zemlje v zemljo (From Soil to Soil) brought together a diverse group of people to try to answer the question of sustainability in the national burial industry.
Work group: Ina Unger, Danaja Marvin, Lucijana Kraljević, Špela Berger, Iva Mitrevska, Hana Fatur & Žan Kreft
Mentors: Nevenka Ferfila, Brigita Tomšič, Ana Marija Mustafai & Domen Kokalj
Collaborating institution: Slovene Ethnographic Museum
This project was co-funded by the Republic of Slovenia and the European Union from the European Social Fund Plus (ESF+).
