Traidcraft has been a pioneering enterprise for fair trade since 1979, with a mission to fight poverty through trade, working with disadvantaged communities. As commercial brands entered the category Traidcraft recognised that, without broader distribution, it might be left behind. Landor Associates pushed to extend the brand through a range of applications, the design and new branding system works to unify a diverse range of products across different sectors. The aim is that the public should now experience Traidcraft as a coherent and compelling brand - 'The fairest of them all'.