“Live simply. Buy ethically.” Easier said than done, perhaps, but Trade As One is on a mission to provide convenient ways to make social justice a habit. How? With easy-as-a-click committing a fraction of our consumer spending toward ethical practices. Trade As One offers a subscription that delivers a tasty assortment of fairly traded foods to your door every 3 months — making a difference in your life and the lives of others. By promoting sustainable businesses each purchase is actually helping break cycles of poverty and dependency worldwide, rather than perpetuating these systemic problems.
Trade As One needed a contemporary look and feel to communicate its revolutionary idea and tapped CDA to reposition its branding identity, packaging, website and educational printed pieces. In collaboration with the organization’s leadership, CDA led a creative process that determined Trade As One’s brand archetypes as decidedly Mentor and Citizen. Essentially seeing themselves as trustworthy teachers and trainers who support not only learning but also character development in order to meet life’s challenges, the organization is at its core, driven by a deeply instilled sense of personal integrity, fairness, equity and responsibility to the community, finding its meaning in the alignment between beliefs and actions. With these two main representative characteristics to guide our design process, CDA developed an authentic voice for Trade As One that is as relevant as its content.
The simplicity, quiet confidence and humility that the logo speaks to is just right for the brand, as is its ability to convey a high quality product. Great job! It was terrific to work with you…our thanks to everyone.
Nathan George, Trade As One, Founder
CDA’s integrated re-branding for Trade As One communicates the opposite of marketing slick, and rather, proximity to the food’s source, and the by hand, organic processes that embody the “live simply, buy ethically” motto. Recipients of this intentionally-designed packaging sense a friendly, global connectivity and being part of an achievable “one world” way of life. To achieve these goals, CDA featured stories of the farmers who source the food and useful recipes showcasing lush photography that gives a sense of geography and specific place.
Every aspect of the new identity and packaging expresses quality and value through attention to detail and craftsmanship: a nature-inspired palette, wood grain patterning, hand drawn illustrations, subtle ivory screening on cardboard, custom designed packing tape. Environmental style portrait photography is embellished with line drawings, pulling the reader closer into the Trade As One story.
Distinctly opposite to feeling heavy-handed or didactic, CDA’s creative work treats the complex subtext of systemic issues such as human trafficking, global pandemics, extreme poverty and environmental concerns and represents Trade As One’s invitation to consumers with simplicity and genuine hopefulness. In its mission to use fair trade to promote sustainable businesses in the developing world — Trade As One simultaneously addresses a crisis of meaning through vacuous consumerism in our world.
CDA’s approach to branding is to align with the clients’ business values and enhance trust with its audience. Integrating Trade As One’s most important values and vision with its branding, design and communication strategies, they now have effective visual tools to tell their genuine story and spread the word.