Illumna

J C Atkinson are the UK’s leading manufacturer and distributor of coffins and caskets and promote environmentally responsible innovation and product development within the industry.

One of the recommendations that came out of a branding review was to develop a specific product range and identity for J C Atkinson's products created for children,infants and pre-term. Being a very senistive and difficult subject, it was crucial that any literature and promotion was extremely sensitive in it's style and tone. Previously, these products had been labelled 'Child and Infant', which was a little too raw and glaring, as well as being rather tricky to market successfully. In response, I devised the name 'illumna' - stemming from a combination of ‘alumna’, which is Latin for child or nursling, and ‘illuminate’, to brighten with light or enlighten spiritually.

Colours and imagery were specifically chosen to avoid an overly sombre a tone as well as matching current trends in products designed for children. This softer approach was intended to a ease and facilitate difficult coversations at a very traumatic time.

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