To completely revolutionise Cafédirect’s range of drinks packaging and enhance their Fairtrade message. To improve Cafédirect’s shelf stand-out, whilst also increasing consumer awareness of their relationship with the growers they do business with.
Cafédirect’s packaging looked overly corporate at a time when everybody started putting a Fairtrade logo on their packs. Their unique message was getting lost. More than half of their profits goes directly back to their growers, who in-turn have seats on the board of the company. The packaging needed to reflect this.
I wanted a link to the grower on the front of pack without actually showing them, that would still have an impact with the consumer. Using the tools of their everyday trade to highlight the worker was a way to show the care and skill that goes in to their beverages, and illustrate that Cafédirect can trace each product to a specific area. To find the tools and their users, I art-directed photo shoots in Africa and Mexico. The range ran to coffees, teas, hot chocolates, along with many other applications like POS and pop-up stores.