A field of colourful crocuses featured on the cover of a 1965 leaflet issued by The Cremation of Society to promote the values of cremation. This low-growing plant and its fragrant flowers - which throughout human history symbolised rebirth, youthfulness and joy - was adopted as a new visual metaphor to communicate cremation. The leaflet was titled “Why Cremation'' and although its text was substantially the same the Cremation Society adopted since the mid thirties, the use of abstract images such as a colourful field of crocuses was a complete departure, in terms of aesthetic choices. This bold move was not only to do with the need to introduce stylistic changes in order to attract new adopters of cremation, but was also the culmination of a long journey of experimentations and testing - in terms of graphic design and communication strategies - that Company embarked on since 1922.