Brand agency Family (and friends) helped UK.. Fair Trade company Traidcraft reposition its flagship retail brand GEOBAR for a broader target of consumers looking for healthy, on-the-go snacks.

The new design celebrates GEOBAR as the U.K.’s only range of cereal bars carrying the fair trade mark with ingredients hand-sourced from all over the world. Textiles, flags and global patterns are woven into the logo to add local and natural flavor, brightly colored illustrations emphasize taste, and other subtle travel stamp-like motifs strengthen the global cues.