BASIC COFFEE RANGE by Oxfam Fairtrade
A range of fair trade products including coffee, tea, chocolate, juices, crisps, nuts, marmelade, olive oil, ...)
A range of fair trade products including coffee, tea, chocolate, juices, crisps, nuts, marmelade, olive oil ...
Weariness of seeing the same, old fairtrade packaging year after year, was the reason why Oxfam Fairtrade Belgium decided to redesign their packaging. Not that the old packaging did not do the job, 7 years ago this packaging was quite revolutionary in its simplicity. But the effect had worn out over the years.
Enter Quatre Mains’ creatives who, after a thorough market analysis, focussed on developing a tight brand architecture. This brand architecture ensures that all Oxfam fairtrade products are very easy to recognise as a complete range. However, we uplifted the rigid brand architecture and thus all packaging by adding a lot of creativity, which livens up the whole range. We also adjusted the existing logo by enlarging the word Fairtrade and we added a new baseline: ‘so fair, so good’.
It was obvious that most fairtrade brands put an anonymous farmer on their packaging (preferrably a farmer from Africa or South America). The message of this being: buy this product and help the farmers (in general). That is exactly where Quatre Mains found a first creative opening. We decided to no longer use pictures of anonymous farmers but instead show pictures of real life farmers with real stories. With the help of Oxfam Fairtrade Belgium we contacted a number of farmers and asked them for their story. This enabled us to start a dialogue between farmers and consumers. On pack there is a link (‘www.oft.be/ readmystory’) to every farmer where you can read his or her story and extra info about the region.
We also wanted to add a lot more appetite appeal to all packaging, but again in a creative way. We decided to show the obvious in a less obvious way, through iconic and universal images. For example: a spoon silhouet in coffee powder or communicating the flavour of a multifruit juice by showing different peels in a swirl, etc.