“Make it POP” they said. “No problem” we replied ;) Sure our brief was a little longer than that of course, with our long-term client Oxfam Fairtrade looking to make an unmissable impact in the market with their range of fairtrade sodas. It’s not easy to position a small-scale ‘organic’ product against well-known big-name brands within a market oversaturated with competitors. Knowing also that our goal was to boost fairtrade buying habits into the minds of consumers, we went all-out for knockout distinctivity and dared to be completely different.

Throwing all those tried and tested design trends that are conform with the market in the trash, we opted for an alternative pop-art inspired identity that playfully puts the refreshing product experience in the picture with a range of eye-catching female characters, all speaking our fairtrade language. Each flavour vibrates with its own eye-popping colour palette, using direct eye-contact to engage with consumers to bring the brand message that packs a punch.

So, design for impact if you want to be seen.