We struck a balance between classic and contemporary—a design that feels grounded, but not heavy. It’s approachable across generations, without leaning too far into nostalgia or novelty. We kept the logo simple but memorable, using the typeface Le Murmure. It suggests presence without noise. Its visual rhythm and measured pace invite you to slow down. To reflect. And that’s exactly the tone Mortali aims to set.

The color palette centers on soft pastels, inspired by how different cultures represent death. These tones aren’t cold or somber, but warm and layered with meaning—chosen to create a sense of emotional openness.

At the heart of the visual identity is the birthday candle—a familiar symbol of life that, in this context, becomes a gentle metaphor for time, memory, and the transience of existence. Its fragile flame speaks of endings, but also of connection and remembrance. Even after death, we honor birthdays as quiet acts of love. A single candle, then, becomes a poetic and universal image—inviting us to reflect on loss and the enduring power of love.