Rebranding Fair Trade Hong Kong
Service - Strategy, Visual identity
Client - Fair Trade Hong Kong
Year - 2015
Fair Trade wanted to update their appearance, to modernise and become more relevant to Hong Kong’s current social climate. In the age of dynamic brand engagement, Fair Trade needs to stay relevant within both environmental and social spheres.
We first worked with Fair Trade Hong Kong to deconstruct the organisation into its true core values.We then used visual metaphors to express the core values of Fair Trade Hong Kong. These forms were progressed into a visually balanced logo based on the weave for 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.