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Our Brand The Geometric Connection

Our Brand The Geometric Connection





I'm Helen BarloHelen Barlow Designerw designer at One Line, ethical design

Over the last few months I've been fortunate enough to work with The Little Fair Trade shop on their new brand.

During that time Sabeena visited the Dubai Mall. She discovered this stunning artwork commissioned especially by the Chaloub Group. We both got very excited to see something similar on such a scale! Inspired we thought you might like to hear the story behind the geometric connection in our branding.

Geometric Trend Dubai

The Story

Sabeena contacted One Line to build the brand based on the core fair trade foundations of her existing business and campaigns. 

We conducted a process that would allow us to reflect the overarching brand mission with visuals. The structure of the brand identity contains its logos, colours and typography. These all employ the heart and voice that embodies the brand.

To get to the heart of the brand we needed to understand the business aims. Sabeena had a clear brand mission and in depth customer profiling which made our job that bit simpler.

The brand mission: to ignite passion for social and trade justice.

To bring this in to the brand identity the logo is ten sections. Each one represents one of the ten Fair Trade principles. We used the butterfly icon because butterflies represent passion – to ignite a passion in social and trade justice. The centre of the logo forms a focal point. This white space light and directs the eye in a journey, The Little Fair Trade's journey starts with the producer and ends with their customers.

Geometry as the core design principle allowed us to connect all the messages. The history of geometry in science and design is complex but it has one common ground: the need to solve a problem through experimentation. 

We soon discovered working with Sabeena that The Little Fair Trade Shop isn't afraid to experiment when it comes to campaigning to ease the problems of social and trade injustices. The geometry in the logo and brand assets such as the ethical stamps is homage to this core brand approach. See all stamps...

Empower Women Stamp

As the project moved forward we began to incorporate geometry elsewhere. Preparing for the launch of the first product collection we wanted to bring in the geometry in the fashion shoot. Below you can see some of the inspirational scamps we provided the Dubai based photographer with..

Helen's Photography Scamps


And why not go behind the scenes on the shoot with Sabeena's video here.

Kind regards,



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