Traidcraft Exchange has undergone a £30,000 rebrand to “reconnect with its radical roots”.
The charity has today changed its name to Transform Trade, after an 18-month overhaul enabling it to renew its focus on protecting human rights in international trade.
Transform Trade told Third Sector it kept costs down by carrying out much of the work in-house, including holding focus groups with supporters, donors and partners.
The charity was originally part of the social enterprise Traidcraft, which was formed 40 years ago. Transform Trade will carry on as the firm’s charity partner.
Transform Trade has raised about £3m in each of the past five years, according to Charity Commission records.
Charlotte Timson, chief executive of Transform Trade, said: “This rebrand and new name are about us reconnecting with our radical roots.
“We have always been ambitious about changing the system and we needed a name that would enable us to continue to do that.
“It was both a strategic decision and an operational necessity.
“Our core values remain the same and, if anything, they have been strengthened by the process.”