Case study—Fair Trade Hong Kong
Fair Trade Hong Kong: Reimagining Ethical Commerce
Our branding journey with Fair Trade Hong Kong began with a deep exploration of the organization's fundamental purpose. Through an intensive brand strategy workshop with the board of directors, we peeled back the layers of their mission to uncover the core values that truly define their work.
Four profound values emerged as the cornerstone of Fair Trade's identity: promoting equality, fostering positive commerce, championing traditional values, and building community networks. These were not mere words, but a comprehensive philosophy of ethical economic engagement.
— Champion traditional values
— Build community networks
— Foster positive commerce
— Promote equality
The resulting logomark became a visual metaphor for these interconnected values. Carefully balanced and geometrically precise, the design speaks to the organization's commitment to harmony and intentional social impact. Each element of the logo represents a delicate interconnection—much like the global networks Fair Trade seeks to support.
Typographically, we selected Montserrat, an open-source typeface that embodies both authority and accessibility. Its clean, modern lines reflect the organization's forward-thinking approach while maintaining a sense of approachability. The choice of an open-source font itself becomes a statement, mirroring Fair Trade's commitment to transparency and shared resources.
