Fairtaste, Rebranding

GROUNDWORK is an architecture studio based in Hong Kong.

Hong Kong architecture, architect in Hong Kong, architect, architecture, Manfred Yuen, 元新，元新建城,

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Fairtaste, Rebranding

Two years ago, my architectural practice, Groundwork, were commissioned for the re-branding of the Fairtaste products.

We have envisioned a brand identity which will reflect the ethos of Fairtaste products: honesty, fairness, and quality. Thus, the simplicity of our design is the manifestation of the core value of the Fairtaste product family.

We have regarded these coffee and tea packing as tiny buildings within our city: these packages, like any buildings, are nor mere envelopes and the embodied lives. Fairtaste packages embodied not only confectioneries with great quality, they also embodied an ideal: which is the pursuit for a fairer world.

GROUNDWORK TEAM Manfred Yuen, Leanne Mak
LOGO DESIGN Hinz Pak

YEAR 2013

LOCATION World Wide distribution

CLIENT Fairtaste

STAGE Completed