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Article: Common Joy x Branding

Common Joy x Branding

Common Joy x Branding

Finding Common Joy: the symbolic inspiration that connects our natural world with sustainable living

In the realm of sustainable living, there exists an intersection of purpose and joy, where the essence of nature intertwines with the aspirations of humanity. It's within this convergence that Common Joy emerges—a brand rooted in the principles of regeneration, community, and shared experiences. At the heart of Common Joy lies the profound influence of the Water Bearer sign and the enigmatic Star card, symbols that transcend time and space, inspiring a brand that seeks to nourish the balance between mind, body, and soul.

One of many representations of the Aquarian Water Bearer, or Water Carrier, which traces its roots back to Greek mythology and the tale of Ganymede, a Trojan prince who became Zeus’ cupbearer.

The Water Bearer: A symbol of renewal and community

In the cosmos of astrology, Aquarius reigns as the harbinger of change, the emissary of wisdom, and the advocate for collective growth. Represented by the Water Bearer, Aquarius pours forth the waters of knowledge, cleansing the past to make way for a brighter future. It embodies a spirit of inclusivity, championing equality and individual freedom, while nurturing the seeds of progress and innovation.

For Common Joy, the essence of the Water Bearer resonates deeply. Like the Aquarian ideal, the brand strives to be a beacon of enlightenment, dispelling ignorance and embracing diversity. It embodies the spirit of cooperation, inviting individuals to join hands in pursuit of a shared vision—a world where joy knows no bounds and sustainability reigns supreme. Common Joy believes that it is through education and sustainable practices that we can move towards a better future by reinforcing our connection to the earth and, in turn, our own health and well-being.

The Rider-Waite depiction of The Star card, which represents sharing and seeking wisdom in the depths of the psyche—amongst other things, it is also a reminder that we are forever connected to the heavenly and divine through loving energy.

The Star Card: Illuminating paths of hope and purpose

In the mystical realm of tarot, the Star card shines as a symbol of hope, renewal, and spiritual awakening. It portrays a naked woman kneeling by a pool, pouring forth the waters of life—a testament to the boundless potential that resides within each of us. With one foot grounded in reality and the other immersed in intuition, the Star card beckons us to embrace our vulnerabilities, to listen to the whispers of our souls, and to journey towards the light.

Within the ethos of Common Joy, the Star card serves as a guiding light—a reminder that amidst life's trials and tribulations, hope springs eternal. It encapsulates the brand's mission to inspire, uplift, and empower, inviting individuals to embark on a journey of self-discovery and transformation. Just as the stars illuminate the night sky, Common Joy seeks to illuminate the hearts and minds of all who encounter its essence.

The Common Joy logo blends together key elements of both the Water Bearer sign and The Star tarot card, which represents a link, a commonality between two worlds: the thirst for knowledge and a sustainable world.
Image designed and created by
Ivan Lima for Common Joy.

The Convergence: Where inspiration meets action

In the synthesis of the Water Bearer and the Star card lies the essence of Common Joy—a brand that seeks to bridge the gap between the ethereal and the tangible, the spiritual and the practical. Through its commitment to regenerative agriculture and plant-based products, Common Joy embodies the principles of sustainability and stewardship, nurturing the earth and its inhabitants alike.

But beyond its physical manifestations, Common Joy is a testament to the power of community and shared experiences. It stands as a reminder that joy knows no boundaries—that it transcends race, age, and gender, uniting us in a common purpose: to cultivate a world of abundance, harmony, and love.

The first generation of the Common Joy logo alongside other local, sustainable products from the Lowcountry here in Charleston, SC.

As we journey forth into the unknown, let us heed the wisdom of the Water Bearer and the guidance of the Star card. Let us embrace change with open arms and let us walk the path of joy with courage and conviction. For in the tapestry of life, we are but threads, woven together by the universal language of love. Joy is rooted in that love. Finding and sharing that love gives us all a level playing field for joy. A common joy that can be shared and celebrated through human nature and most certainly, Mother Nature.

Common Joy is not just a company or a brand—it is a celebration of life, a testament to the boundless potential that resides within each of us. It is a reminder that in unity, there is strength, and in joy, there is abundance. So let us raise our voices, let us raise our spirits, and let us embark on this journey together, in search of a world where joy knows no bounds.

One sponge for all.

All plant. All purpose. All people.

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