Ethical branding such as Fairtrade was once a trend in the industry. This campaign looks into the intriguing relationship between the branding and the business, and most importantly, the graphical aspect of ethical branding and its hidden messages. The resulting campaign posters and the book invite the readers to – by physically turning the book upside down – re-read the story from a South to North (bottom to top) angle.
Reading Poverty through Fairtrade campaign
What I did
Research
Design concept
Visualisation
Artwork execution
Year
London, 2010
