Based in South Africa, Heart Wood is a newly launched tree gifting service that delivers beautifully packaged saplings, an alternative to the environmentally unfriendly habit of buying 'dead' flowers. We started by naming the company. 'Heart Wood' refers wood from the center of a tree, and also communicates a caring ethos. Aesthetically, the challenge was to convey this thinking without enviro-clichés. Lots of thought went into maximizing materials, with collateral often performing dual functions.