Fairtrade Original came to me and my creative partner, Annie Peutrell, with some serious issues. Mainstream supermarkets were delisting their products because they saw them as “just another” brand. Consumers confused them with other fairtrade products – and didn’t see them as a quality food brand. Could we sharpen their positioning, develop a strategic brand story and tone of voice – and discover the role of their way of working?
Fairtrade Original
New vision for a true pioneer
During our 2-year journey together, we did tons of research, interviewed core teams, held workshops, created unique messaging and developed new art direction, taglines, brand and category stories and much more. Our work inspired the briefing for new packaging.
Thanks in part to our work, for several years Fairtrade Original was ranked as one of Holland’s most inspiring brands. And the packaging design was a finalist for Packaging Awards 2018. That’s great brand positioning!