Whether client or designer, the most important tool we have at our disposal is the ability to communicate. For Cafédirect it's about interacting and investing in a relationship with growers to produce world-class Fairtrade products, and for us it's about understanding and portraying that product story to the customer.
The obvious design route would have been to follow category convention and simply show a provenance landscape/plantation or grower at work on pack. But we don't do obvious. Our chosen solution was to showcase the growers' actual tools; to symbolise their work and the active partnership between themselves and Cafédirect.
We could have used stock shots; but instead we got on planes, climbed aboard trucks and hopped on bikes to meet the growers in the fields of Latin America and Africa: photographing their tools and collecting stories to then retell on pack.
The result is a range of teas and coffees with narrative and images that are as authentic as the products themselves.
The result of our inspiration, ideas, travel and design; a new brand design that strengthens the products' impact on shelf and unifies a previously diverse range under the single Cafédirect name. Photographing their tools and collecting stories to then retell on pack.
“Carter Wong have a collaborative and passionate approach to design, bringing to life the brand essence through the pack design. This together with disciplined project management skill, has meant we have got to the end of a challenging re-brand process in an excellent place.”
Head of Marketing & Communications
Cafédirect plc
