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 must 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.
Rebranding Fair Trade Hong Kong
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.