Rebranding Fair Trade Hong Kong
Brand audit, Brand strategy & identity
Brand guideline, stationery & templates
Ongoing Brand guardianship
Founded in 2008, Fair Trade Hong Kong is a not-for-profit organisation established to promote Fair Trade in S.E Asia. 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.
We first worked with the Fair Trade team to deconstruct the organisation into their fundamental threads. We used visual metaphors to express their core values of Fair Trade Hong Kong.
Ideation & DESIGN
These forms were developed into a visually balanced logo based on the weave of a bamboo basket and a traditional Chinese repeating pattern. It was important to craft an identity that is culturally contextual to Hong Kong, and not simply just relevant for the Fair Trade family organisation. The strength of the new mark lays within its simplicity and flexibility.