JTS Becomes True Origin - What's This All About?

Angus Coull • August 8, 2023

Learn More About The True Origin Brand

Our aim is to have True Impact at Origin through food. The idea of connection and togetherness is key to our ethos, as smallholder farmers and producers are at the heart of True Origin. It’s in our name, we’re true to the product’s origin by providing sustainable incomes. This enables farmers to invest in equipment, education, infrastructure and environmental protection. This strong connection to the producers has been built into the brand’s visual language through the use of the 'TO' symbol and pattern. Created from the True Origin initials, this interwoven symbol represents the connection, togetherness and unity values of True Origin. The line-work as a textural quality, that of twine or thread.

Social Fabric is the relationships and connections we make with one another; making us all a part of the common thread of society as a whole. This is a lovely metaphor for the connections True Origin forms with its community. The True Origin social fabric not only includes the farming community but also the consumers across the United Kingdom who make the choice to use their money to support fairly traded products.

The name True Origin came from the core value of the brand, honesty, as well as a desire to restore the balance and equality to make a fairer world for our producers. Our ultimate goal is to have true impact at origin.

TRUE

1. IN ACCORDANCE WITH FACT OR REALITY.

Rightly or strictly so called; genuine.

2. ACCURATE OR EXACT.

Correctly positioned, balanced, or aligned.

3. LOYAL OR FAITHFUL.

Honest, of true character.

ORIGIN

1. POINT OR PLACE WHERE SOMETHING BEGINS.

Arises or is derived; source.

2. A PERSON’S SOCIAL BACKGROUND.

Ancestry or parentage; birth.

TRUE ORIGIN WORDMARK

The True Origin wordmark is simple, contemporary and impactful. The “O” is divided into two halves representing the unity between True Origin and our community of producers. The strong horizontal line through the centre of the wordmark works as a level line signifying the balance and equality that True Origin is striving to achieve.

PATTERN

By taking the True Origin symbol and repeating it we get this impactful and iconic pattern, demonstrating the strength that comes with unity. Similar to what you might expect from traditional African fabrics or artwork, it nicely nods to our producer countries. This graphic is used on our packaging to link our products together.

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