Cafédirect are boldly marketing their 32-year long mission to help make the world of coffee ‘Better for Everyone’, headlining with a new range of consumer and grower benefit driven, speciality blends.
Ethically focused London-based branding agency Family (and friends) have continued their long-standing partnership with the UK’s founding Fairtrade coffee brand, Cafédirect, developing the brand proposition and packaging for its new roast and ground coffee range ‘Be The Change’.
Blended coffee doesn’t always have the best image, often in spite of the care and attention that goes into the art of sourcing varieties of crops, regions and flavour subtleties that can make for delicious alternatives to single origin provenance. The Cafédirect Be The Change roast & ground range is aiming to change that perception.
Brand purpose leaders since 1991.
The newly launched range from Cafédirect continues to assert their pledge to ‘always go above and beyond’ in supporting their growers; providing on the ground education, and genuine livelihood enhancement for over 29 producer organisations in 13 countries across Latin America, Asia and Africa. The UK’s leading purpose-led B Corp company only sources from participating Fairtrade farmers and co-operatives.
‘Be the Change Blends’ will help to solve some of the most important issues within the coffee growing world – notably climate and farming impact, gender inequality and youth talent drain – with a large proportion of proceeds going towards funding female leadership programmes, farmer-led carbon offsetting initiatives and support for youth agribusiness projects.
“Cafédirect is taking an incredibly significant step to bring to life the impact they have on improving the livelihoods of coffee growers, something which is largely airbrushed in the category. This range of blends reflects and celebrates the great efforts they’re making, and will continue to make for the farmers and their families.”
-Derek Johnston, Co-founder and Strategy Lead, Family (and friends)
Empower. Restore. Thrive.
Family (and friends), long term brand partner of Cafédirect, developed the brand messaging and packaging for the new range. They focused on creating something truly Shelf Happy® using bold, illustrative styling and further extending Cafédirects visual codes featuring their upwardly projecting brand logo and cut-through device.
A newly developed ‘infinitely better’ icon has also been developed as a short-form way to illustrate the direct connection between bean-farmer and drinker benefits, which will feature on all Cafédirect packs going forward.
In contrast to existing Cafédirect product lines, Family (and friends) targeted younger consumers who are traditionally less into coffee and its provenance. This predominantly Gen-Z drinker cites sustainability, convenience and above all, ethical reasons for their motivation to purchase.
“We needed a complete design refresh of our Blends range to further highlight our coffee’s incredible quality, which also engages consumers in Cafédirects purpose and impact story. We are delighted with where we have landed in both proposition and design”.
-Malek Mokrani, Senior Marketing Manager, Cafédirect
Unlike any other coffee company, Cafédirect invests 50% of their profits into PRODUCERS DIRECT, a UK charity that works directly with farmers to improve sustainability and livelihoods, right across the coffee growing world. The charity is run by farmers, for farmers, taking leadership and developing innovative solutions to the challenges they face.
The range is on sale this month (February 2023) and will be stocked across the UK in major multiples, including Sainsburys and Waitrose.
- Agency/Creative: Family (and friends)
- Article Title: Branding and Packaging Design for Cafédirect – Better Coffee for Everyone
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Brand Strategy, Packaging Design
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: Ethical, Fairtrade, Coffee, Blends,
Strategy Lead: Derek Johnston
Creative Director: Alex Durbridge