Just Us! is Atlantic Canada’s first and most successful fair trade brand. Started 18 years ago it now has a range of fair trade organic coffees, tea, chocolate and sugar, six bustling cafes and is distributed throughout the region in supermarkets and restaurants. Its challenge was to keep ahead of its new and dynamic fair trade rivals by better expressing the values and culture that had given the brand its success to date.
However, those values were not formalised, hard to identify and harder to leverage. Using the BrandPrint tool Mission Brand first identified those values and then articulated them in a relevant and understandable way through the creation of a ‘brand book’. This enabled the team to develop their sales and marketing in a way that clearly expressed their key selling points against their competitors. A year after the new brand strategy was launched Just Us! was voted Canada’s Best Fair Trade product.
Cooperative Clothing provides apparel to the corporate-wear sector focussing on the highest quality of garments for its customers the highest quality of life for its suppliers - many based in the developing world. Due its sale to an investor in 2012 Mission Brand was asked to develop a new brand including a new name and identity supported by a set of brand guidelines.
The distinctive name Ensemble Clothing was chosen as it is both rooted in the clothing sector and provides the appropriate platform to allow the brand to focus on its twin strengths of garment quality and supply chain excellence. This new name, the ‘fabric swatch’ identity, brand strategy and guidelines have all helped the current and new team members come together behind a new shared direction for the business.