Moonflowers saffron celebrates Afghan heritage

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 By taking this approach, the brand challenges outdated notions about global cuisine.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.