The representation of death in the category today is ubiquitous: it largely focuses on the void that’s left behind when someone dies. Because of this, end-of-life brands and services feel impersonal and dehumanising, presenting a generic narrative that we’ve come to expect.

But what if we challenged this notion—where death isn’t the opposite of living, but a continuum of who we are in life? In the same way that everyday brands allow us to express what’s important to us when we’re alive, it’s liberating to consider how brands can help represent us through the process of dying.

Within the funeral space, Tomorrow is redefining how communities come together to celebrate the lives of those we love. Up against the oligopoly of funeral directors in Australia, they focus on the unique lives and stories of those who have died, while offering a service that is personalised, transparent and celebratory. Instead of leaning into cliches around death, such as focusing on ‘transitions’ or the empty space left behind, they invoke the joy and value of life, embodied in their brand identity and storytelling.