BrandCraft
 

Fair Trade Hong Kong is a not-for-profit organisation established to promote fair trade in the S.E Asian region. They are committed to reducing inequality, alleviating poverty and creating a sustainable future.

Fair Trade Hong Kong approached us to update their appearance, to modernise and become relevant to Hong Kong’s current social climate. In the age of dynamic brand engagement, Fair Trade needed to stay relevant within both environmental and social spheres.

 
 
 
 
 
 

Discovery

We first worked with the Fair Trade team to deconstruct the organisation into their fundamental threads. We used visual metaphors to express their four core values.

 
 
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Equality & fairness

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Positive commerce

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Traditional values

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Network & community

 
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Ideation & design

These forms were developed into a visually balanced logo. It was important to craft an identity that is culturally contextual to Hong Kong, and not simply just relevant for the Fair Trade organisation.

The strength of the new mark lays within its simplicity and flexibility.

 
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Project Information

Client: Fair Trade Hong Kong
Year: 2015
Discipline: Brand strategy & visual identity
Visuals: BrandCraft