Dried-out peatlands release huge amounts of CO₂, making them major contributors to climate change. As well as harming the climate, dried-out peatlands deprive many plant and animal species of their habitats. To tackle this, the Michael Otto Environmental Foundation (Otto Group) and the Succow Foundation, partners in the Greifswald Mire Centre, launched their new initiative, toMOORow. The initiative aims to drive forward the rewetting of peatlands and preserve and harness their many benefits for environmental and nature conservation. Our task was to give the initiative a forward-looking name and visual identity: a nature-inspired colour palette, flowing gradients and an organic brand mark bring to life toMOORow’s vision.
The warm, natural colour palette and gradients are drawn directly from the German moorland landscape and represent all the key components of healthy peatland vegetation.
The colourful gradients form a flexible design element within the visual identity and, with their fluid appearance and animations, visually evoke the rewetting of peatlands.
