Identity · Guidelines

Fair Trade Hong Kong

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

  • Challenge

    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.


    For the new brand, we felt that the new location and service focus presented the company with an opportunity — to create a brand specifically for their new niche.


    We helped leadership understand that as the new brand’s positioning was to focus on the fintech and technology sectors, the brands would be known for two industries, and two locations. It made sense to separate the new brand, which could then have more of a modern aesthetic and build local-SEO benefits to its operating area.
  • Approach

    Through our brand strategy workshop with the Fair Trade board of directors, we uncovered four core values unique to the organisation.

    — Promote equality
    — Foster positive commerce
    — Champion traditional values
    — Build community networks

  • — Promote equality

  • — Positive commerce

  • — Champion traditional values

  • — Build community networks