Let Them Grow
in Peace

On October 7, 2023, 1,144 people were murdered and roughly 250 taken hostage into Gaza. Tens of thousands of families were evacuated from Israel's border communities, kids included, into an unsettled, suspended routine. Let Them Grow in Peace imagines a brand for events that soften that reality - among them a collective birthday for children from the Gaza border, built as one corner of light where they could simply be kids again.

The brand tells a story rooted in nature and simplicity - able to speak to children and adults alike, without extra words. It addresses both at once: families and parents of children ages 3-10 from Israel's Gaza-border communities, each child attending with a companion who needed the same refuge.

The palette follows “Peas and Carrots” (אפונה וגזר), a well-loved children's song: green for the calm of the Israeli landscape, orange for ripe vegetables and growth - nature's reminder that hardship still leaves room to grow. The brand's name and center come from another song, Gidi Gov's “Let Them Grow in Peace,” with vegetables rendered as simple shapes that leave room for a child's imagination.

The logo is set in Kartiv Black, a revival of a 1960s cursive style built for Israel's first popsicle brand - connecting to a younger generation with a nod to an older one. Its dynamic letterforms carry a smile and a bit of mischief; the tagline continues in a rounder companion face, EditorSans.