The importance of branding in a competitive market

Traidcraft is the UK's leading fair trade organisation fighting poverty through trade by practising and promoting approaches to trade that help poor people in developing countries transform their lives. Traidcraft run development programmes in some of the poorest countries in the world, and campaign in the UK and internationally to bring about trade justice.

Traidcraft needed to develop a brand strategy for a new range of fair trade everyday biscuits and confectionery products. These products will be sold to consumers via supermarkets, the Traidcraft catalogue, convenience stores and Oxfam. The Fairtrade category has been resilient in the recession and is expected to experience continued growth in the future due to growing consumer awareness of the sustainable agenda.

The company needed assistance to deliver the Fairtrade message to the consumer, building upon the FairBreak brand to produce a product that would be recognisable to the consumer on the shelf. The design would form part of a brand framework enabling Traidcraft to introduce new product developments to the market.

Traidcraft worked with The Design Group to get a thorough understanding of the branding used in each of the key product categories. Factors such as colour, descriptor styling and imagery were studied to enable The Design Group to develop branding that the customer would associate with the product whilst enabling Traidcraft to differentiate their product from the competition.

Film produced by Bdaily Business Network Northeast 2011
http://bdaily.info

Category:

News & Politics

Tags:

• Fair trade
• Traidcraft
• Brand
• The Design Group
• Design Network North