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How forpeople used bio-electrical tree data to shape Tree Aid’s rebranding

Tree Aid's Resilient by Nature campaign, Africa

Global – London-based creative studio forpeople has unveiled a pro bono rebranding for international development charity Tree Aid, placing living systems at the centre of its new identity. The rebranding includes a digital texture generator that creates moving backgrounds that respond to the bio-electrical pulses of living trees, translating nature’s ‘heart beat’ into Tree Aid’s digital presence.

The approach reframes the charity’s mission – working with communities across Africa to restore ecosystems and support long-term livelihoods – through the idea of interdependence between people and trees.

Anchored by the new tagline Resilient by Nature, the wider rebranding includes a refreshed strategy, visual system and tone of voice designed to help Tree Aid scale its impact. A new logo combines symbols of trees, people and growth, while the colour palette draws from landscapes in West Africa and Ethiopia. The launch is supported by a short film narrated by Tree Aid patron Adjoa Andoh MBE.

The rebranding aligns with insights from our Symbiotic Signals report, which identified how designers are using technology to bridge the communication gap between human and non-human life, nurturing a more harmonious and symbiotic relationship with nature.

Strategic opportunity

By translating nature into touch, sound and motion, designers can create instinctive and memorable digital experiences that deepen engagement with purpose-driven narratives

Bara brings Welsh flavours to South London

UK – Bara is London’s first café dedicated to Welsh cuisine, opening in February 2026 in Peckham, southeast London. Co-founded by South Wales-born Masterchef quarter-finalist Cecily Dalladay and Clapham’s former Pique Cafe head chef Zoë Heimann, Bara will spotlight Wales’s artisanal produce, from Pembrokeshire lobster to Caerphilly cheese, brown crab and honey butter pancakes.

Breakfast and lunch menus are steeped in tradition: cockles, dry-smoked streaky bacon, leeks and laverbread feature in a Swansea breakfast sandwich, while a Caerphilly cheesesteak and lobster roll bring heritage into a modern café format. Drinks echo the local sourcing ethos with Tiny Rebel lager, Coaltown coffee from Ammanford and Welsh sparkling wine.

Beyond food, the café is designed as a community hub, with planned chef residencies, partnerships with local food banks and entry-to-work initiatives supporting marginalised groups.

In Third Culture Cuisine we previously explored how fusion food has become an expression of identity and cultural pride, but Bara’s opening signals a further shift towards ‘new patriotism’, with food reasserting itself as a vehicle for culture, heritage and community.

Single & Fat, US

Strategic opportunity

Take inspiration from Bara in turning to under-represented cultures and regions to create immersive, story-driven experiences. In the food and hospitality sector, focus on regional figureheads for residencies or collaborations, bringing global flavours, unique fusions or modernised traditional dishes to new audiences.

Stat: Silent mental health crisis among women over 50

Centre for Ageing Better, UK

UK – Almost two in three women over 50 struggle with their mental health, yet nearly nine in 10 do not seek help, according to new research commissioned by the British Association for Counselling and Psychotherapy (BACP).

The survey of 2,000 women highlights the emotional toll of mid-life challenges, including menopause, relationship breakdowns, ageing parents, children leaving home and financial pressures. Common effects include anxiety, sleep disruption, feeling overwhelmed and a loss of enjoyment in everyday life.

Dr Lisa Morrison, BACP’s director of professional standards, policy and research, said: ‘We know that for many women, this stage in life presents a convergence of major challenges… What is most alarming is that a staggering nearly nine in 10 women are facing mental health struggles but feel the need to hide it.’

An entrenched stiff upper lip culture was cited as a key barrier to opening up, alongside fears of burdening others or not being understood. Consequences included social withdrawal, weight change and insomnia.

The BACP is launching a campaign urging mid-life women to seek support, particularly as menopause-related anxiety drives a growing demand for therapy.

Gen X women, often referred to as being part of the ‘sandwich generation’ caught between the demands of ageing parents and younger children, are increasingly reframing mid-life as a moment of renewal. Our Redefining Mid-life interviews reveal a financially secure cohort prioritising autonomy, wellbeing and meaning. For brands, the opportunity lies in supporting self-directed re-invention, not framing mid-life through stress or invisibility.

Strategic opportunity

Integrate mental health, menopause and care-giving support into your core offering, positioning wellbeing as essential, while providing discreet, low-friction tools that reduce stigma and enable everyday engagement