A New Brand for Death

VMLY+R Melbourne has created an identity for a new not-for-profit organization, Earth Funerals, which offers environmentally friendly funerals, an option that had not previously been available in Australia. The new brand stresses connection to nature as well as simplicity and improved value.


Says VMLY+R Melbourne Sarah Bailey, “The topic may be considered taboo in some circles. However, my team very quickly wanted to be a part of the funeral revolution and drive real change in this category.”

The logo, a simple leaf or tree shape emerging from a small mound, suggests how one’s death can benefit the world, environmentally and aesthetically. Instead of erecting headstones, for example, this sort of burial method includes planting trees and creating habitat.



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