We knew immediately that Alltrue had big plans — for their community and the future of consumerism. Considering their many initiatives beyond the original subscription box, we landed on an aspirational strategic vision: Uniting the world for good. They support worldwide artisans with fair trade wages, offer literacy training and other benefits, plus boast a seasonal artist residency program. It seemed fitting.
We developed the Alltrue Flag as a universal symbol for good — representing the team’s values and commitment to community. A flag can define a place and group of people, or demonstrate a pride or belief in something. Most importantly, it communicates something that language alone cannot. This flag is a powerful symbol that members and partners can belong to, be proud of, and make their own.
We loved the optimism and approachability of Recoleta, and worked with Latinotype to create a custom cut specifically for Alltrue.
A highlight of Alltrue’s existing brand is their seasonal illustrations, created by female artists from around the world. We worked with the team to establish guidelines that honor individuality while maintaining brand consistency.