US and Afghanistan – Saffron brand Moonflowers is repositioning the ancient spice through a visual identity that celebrates Afghan land and culture, the women who harvest it and its remedial benefits. Reflecting the colours of saffron flowers, Moonflowers employs purple hues and bright oranges alongside earthy, mountainous tones. Its crescent moon and crocus flower logo also touches on central Asian design cues.

Through this vibrant branding – by design consultancy Polonsky and Friends – Moonflowers reclaims the rich history of saffron while supporting the local communities who source it. Tahmina Gaffer, founder of Moonflowers says: ‘I began Moonflowers Co as a celebration of women in Afghanistan, who harvest saffron with love.’ By taking this approach, the brand challenges outdated notions about global cuisine.

While many global flavours have been stereotyped or Westernised, such visual identities allow food and drinks brands to better communicate personal stories and product authenticity in a way that remains accessible to diverse audiences.

As heightened hygiene concerns prevail in the inter-Covid period, consumers are seeking greater transparency on the efficacy of products such as anti-bacterial handwash and hand sanitiser. According to a study by TSG Consulting, there is an ongoing need for consumer education in this area.

The research showed that 81% of consumers would like data substantiating hygiene claims to be more readily available on the websites of manufacturers or online retailers. And while 70% said they trusted claims made by brands, 67% said they found it difficult to find evidence of efficacy on product packaging or in online descriptions.

With the advent of Covid-19 having prompted more companies to create hygiene-focused products, brands must maintain clarity about the truth of such claims. As we explore in Recuperative Living, a greater awareness of contamination through touch is driving innovation.