Cafédirect: Branding & Packaging

Cafédirect, a fair-trade hot drinks company, increased brand growth in the UK by redesigning its packaging with a dramatic logo and new visual identity to better represent its quality coffee.

Executive Summary

Cafedirect is an incredible coffee company that holds itself to the highest of ethical standards. Rooted in the belief that business should be a force for good, Cafedirect measures its success in the wellbeing of the communities it touches; however the brand was facing a number of challenges that ultimately led to poor consumer perceptions and a decline in sales, therefore reducing the impact on the coffee growing communities they set out to help.

A brand that was more admired, than desired, Cafedirect's ethical messaging led to a functional view of the brand, with a lack of emotion...

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