Faced with rebranding Poppy’s – a modern funeral company that prioritises transparency and choice – Lovers recalls being “daunted and fascinated” in equal measure. In particular, the creative supergroup had some initial and understandable concerns. “Death and branding don’t often meet,” the studio explains in a case study; Alex Ostrowski, founder and creative director at Lovers, adds: “This is such a sacred topic to help portray.” It was only through a process of shadowing the team at Poppy’s that Lovers arrived at a way to approach the brief. Its response is built on the thoughtful communication and openness central to the way Poppy’s works.
So how do you translate this supportive tone visually? Steering away from the hushed and often un-instructive nature of many funeral brands, Lovers has chosen to incorporate illustrations. Simple graphics are placed alongside guides such as “Demystify the mortuary”. Meanwhile, Lovers describes the identity as typographically “gentle”; colors take their cue from the way “light passes through poppy petals, revealing subtle variances in light and tone”, the case study explains.
Poppy Mardall, founder and director of Poppy’s, explains: “As funeral directors we’re trying to figure out how to gently and thoughtfully represent our work in a way that rings true with grieving people, who are often exhausted […] they often haven’t arranged a funeral before.”