A brand identity for Oxfam's special range of ethical and sustainable new products. This range required a new identity in order to distinguish it from Oxfam's well known second-hand items available in its shops.
The 'Sourced By Oxfam' Mark
Incorporating the existing Oxfam logo into a new mark that will represent the range of new products on packaging, advertising and shop furniture. Available in two formats for visibility in different types of spaces. We used stencil features and distressed the mark in reference to the Oxfam's humanitarian work around the world where Oxfam's logo is stencilled on aid crates and water tanks.
Visual Reference
Drawing inspiration from around the world we looked at locally produced artisan products to hand painted signs to use of natural materials in order to get the right feel for the Sourced By Oxfam brand and compliments the range of products on offer.
The Value Icons
We developed a set of icons that denote different qualities inherent in the new products available in the Sourced By Oxfam range. This is it's unique selling point, each item is stamped with at least one of these icons to represent its credentials.
Brand Guidelines
We developed a set guidelines for shops teams so that the Sourced By Oxfam branding can be used effectively and consistantly across the organisation.
Colour & Texture Palette
We developed a set of colours and textures for use across physical and online shop environments. We chose a natural and strip-back aesthetic to represent the brand in different contexts – craft paper in print and OSB wood for showcasing the products in Oxfam shops.
Product Labels
A range of labels were designed for different types of products, some requiring specific labels and some using a generic Sourced By Oxfam label.
Retail Environment and Shop Fittings
One of the key features of the Sourced by Oxfam brand identity is the unique 'green flash' intersecting the SBO mark that can be used in different contexts and at different angles to grab attention to the product range. Staying true to Oxfam's overall brand by using it's signature colour green.
Oxfam shop in Fulham (above), Oxfam Superstore in Cowley, Oxford (below)
Shop Materials
We also created some printed materials to help raise awareness of the newly branded range of products so that volunteers in Oxfam shops and customers alike can recognise and understand the meaning behind the range and the core values that underpin it.
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Creative Credits
Design & Art Direction: Ed Berry
Copywriting: Alya Al-Khatib
Creative Direction: Jon Stewart
