Fair Trade pioneer rebrands as Transform Trade to focus on systemic injustice

Formerly the charitable arm of the pioneering ‘Fair Trade’ business Traidcraft, Traidcraft Exchange wanted to establish a new, independent identity that would reflect their strategic focus on driving systemic changes in the global trade system.

We undertook a co-creative brand and naming process and together chose the name Transform Trade to capture the spirit of their emerging vision. Together with the team we also fleshed out the core, energising idea - ‘People centred trade’. This is trade that puts people before profit, while being kind to the planet.

Transform Trade has launched effective campaigns that have transformed key global export sectors, including tea production and the fashion industry, leading to greater accountability and transparency in their supply chains.

According to Head of Policy and Campaigns Jon McNaughton, Civic’s branding was transformative: ‘Your guidance and creativity has helped us take a step into the future. Our new brand is an excellent platform for change.’