Sourced By Oxfam

A bold sub-brand to distinguish Oxfam’s range of ethically sourced new products from donated goods. Inspired by humanitarian stencil marks and hand-crafted materials, the identity combined authenticity with impact across product labels and packaging, in-store environments, and POS.

Objectives

  • Craft a unique brand identity for Oxfam's ethically sourced product range.

  • Integrate the new identity seamlessly with Oxfam's existing brand elements.

  • Increase awareness that Oxfam offers both donated and ethically sourced products.

  • Elevate Oxfam's position as a pioneer in ethical retail.

Design Approach

Brand Mark: We designed a new "Sourced By Oxfam" mark that incorporates the existing Oxfam logo. The mark features stencil elements and a distressed texture, inspired by Oxfam's humanitarian work where logos are often stenciled on aid supplies.

Visual Inspiration: Drawing from global artisan crafts, hand-painted signage, and natural materials, we aimed for an authentic and grounded aesthetic that resonates with the ethical nature of the products.

Value Icons: A set of icons was developed to represent the core values of the products—such as Fair Trade, Recycled Materials, and Handmade. Each product features relevant icons, providing customers with clear insights into its ethical credentials.

Brand Guidelines: Comprehensive guidelines were developed to assist Oxfam's shop teams in consistently applying the new branding across all platforms and locations.

Color & Texture Palette: We selected a natural and stripped-back palette, utilizing materials like craft paper for print and OSB wood for in-store displays, reinforcing the sustainable ethos of the range.

Product Labels: Customized labels were created for various product types, ensuring consistency while allowing flexibility for different packaging needs.

Retail Environment: A distinctive 'green flash' element was introduced across shop fittings and displays, drawing attention to the "Sourced By Oxfam" products and maintaining brand cohesion with Oxfam's signature green.

  • Creative Direction
    Jon Stewart
    Design & Art Direction
    Ed Berry
    Copywriter
    Alya Al-Khatib