Be the change: Fairtrade by design
As the dust settles on Fairtrade Fortnight – an annual celebration of all things Fairtrade and an important reminder of how fairer trade supports farmers in low-income countries – we have been reflecting on how our work helps brands amplify the life-changing impact of these products. And it really is life-changing; by shopping Fairtrade, consumers help farmers care for their families, communities, and the environment.
Amplifying the Co-op’s ethical mission
The theme for this year’s Fairtrade Fortnight was #BeTheChange. One retailer doing exactly that is the Co-op, which has long embraced Fairtrade as a core aspect of its business. They were trailblazers: the first to use Fairtrade cocoa in all of their chocolate products, the first to use exclusively Fairtrade sugar and roses, and the first to launch a Fairtrade wine range.
However, the Fairtrade and ethical market has evolved over the years. Challenger brands have sprung up, and they aren’t afraid to convey their Fairtrade and sustainability credentials in a very prominent way! As people have become more environmentally aware (research from Kantar suggests that 64% of people want to do more for – and be more mindful of – the environment). With this growing trend, we find that consumers still want to feel confident about the product, expecting it to match or even surpass the quality and taste of similar offerings. The added benefit of being Fairtrade often tips their decision from browsing to purchasing.
The Co-op, which cares deeply for the wellbeing of the producers throughout its supply chain, realised that it needed to rise to the challenge and take a more assertive approach to communicating its Fairtrade mission. And what better way to tell that story than through their packaging?
Bridging the gap on pack
We were thrilled to be invited by the retailer to redesign a selection of products, from coffee and chocolate bars to Easter Eggs, in order to amplify their Fairtrade messaging. While relevant products featured a small Fairtrade logo front of pack, there was limited information on the retailer’s significant efforts to support farmers overseas.
To bridge this gap, we took a bold design approach that took cues from contemporary campaigns, balancing the Fairtrade message with other important product information, such as flavour profile and provenance. It was a design quest to galvanise consumers, creating connections and informing them that every purchase is a pledge for a more equitable world.
Celebrating the Fairtrade movement
Through a fresh and modern colour palette full of vibrancy and life, and modern letter forms creating a bold marque, we made sure the Co-op’s Fairtrade products would stand out on shelf and capture consumers who prioritise sustainable shopping (and there are many; new YouGov research shows that almost 9 in 10 Britons value fair pay for farmers and workers).
As we reflect on Fairtrade Fortnight 2024 and the 30th anniversary of a movement that has instigated genuine change, we remain committed to crafting designs that drive meaningful conversations and actions. We have loved working with the Co-op on their Fairtrade products, celebrating the farmers and growers behind the food and drink we enjoy.
Here’s to many more years of Fairtrade, and to designs that pay homage to this excellent cause.
