EMBERS was a project that was that was based off of the intangible, "Altruism". Altruism is the concern for happiness of other human at the risk of ones self. It is the ultimate act of selflessness. 

Thinking of what would be a great object to package for this, I thought of a match and how it sacrifices itself for the good of the fire it is lighting. The fire provides comfort and brings light and life into the world. 

The entire packaging itself is altruistic. Inside of the casing, there are essential tools for starting a fire. The packaging then "sacrifices" itself by turning into a "teepee" formation that doubles as kindling for the fire that was started. 

A hummingbird was chosen as part of the logo because in Native American culture, they are seen as fire bringers. The triangle behind the hummingbird is also the symbol used for fire.