Co-op – Fairtrade Future - Equator Design
Co-op – Fairtrade Future

Choose a Fairer,
fairtrade future

    Client
  • Co-op
    Teams
  • Packaging
  • Photography
  • Illustration
  • Artwork & repro
  • Creative Roll Out
  • Design
  • Brand Strategy
  • Research
    Office
  • Manchester
    Sector
  • Food & Drink
  • Retail

The Co-op, one of the first retailers to offer Fairtrade products has been a leader in the Fairtrade movement for 30 years, we believe this is a story worth shouting about.

The time had come to be loud about this original story and be proud of the work they do for good causes around the world.

TIME TO CELEBRATE

ZINGY BOLD COLOURS IMPACTFUL MESSAGING

A small revolution took place to overall the current offering through impactful creative that focused on powerful messaging that resonated with a more conscious customer.

Co-op – Fairtrade Future
Co-op – Fairtrade Future

Product titles took a back step and the packaging led with a power statement, linked to one of the many ‘good cases’ Co-op supports.

The overall 360 approach of the ‘good cause’ messaging was key in defining the update. Out with the black and white imagery and in with a dynamic, colourful and snappy storytelling style to capture the customers attention and inform of a better choice.

Co-op – Fairtrade Future

The takeover didn’t stop there, weaving itself onto the premium ‘Irresistible’ line.

Set against the Irresistible design the same colours, hierarchy and messaging reinforced the ‘Fairer Choice’ message across store.

Co-op – Fairtrade Future
Co-op – Fairtrade Future

To create something unique first you need to take that first brave step and it really paid off. Visually a bold approach often grabs attention but to challenge the norms for pack communication really cemented the intent behind the Co-op's drive of awareness and consumer purchase behaviour in store.
A fun and meaningful project for the team to work on, you must try the pretzel chocolate bar before they are all gone!

Nathan Ball - Creative Director

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