ELDER

ELDER is a First Nations owned business, whose mission is to accomplish socio-economic change for First Nations through literacy, cultural preservation and by fostering a community of self-reliance and entrepreneurship.

As brand engineers, we dug deep behind the meaning of First Nations symbolism. The eagle is highly revered by many First Nations cultures which have special eagle dances, ceremonies and societies. Eagle feathers are considered sacred. We chose the symbol of an eagle spreading its wings as to represent the uplifting of a people. Education frees and literacy is at the core of learning. We replaced the wings of the bird with pages to represent an open book. The colours red black and yellow are traditional First Nations colors so we decided to use those as the foundation for this brand.