Funeral pre-planning insurance is serious business. It’s human nature to avoid thinking about the inevitable, so it was our mission to come up with a name and brand that were both sensitive yet authoritative, while instantly evoking feelings of trust and comfort.
Widely recognized as one of the world's most intelligent species, we decided that the elephant was the perfect icon and namesake to represent the brand. Not only do elephants have a strong sense of community, but they’re also the only species outside of humans that engage in recognizable rituals surrounding death. When elephants are hurt, others go to their aid. Elephants truly are the strong and sensitive type.