The brand 'Fair Trade Original' offers coffee grounds that are ethically sourced. The brand's packaging was designed by the agency BTM.
Going into this redesign project, the agency's intention was to once again make the brand "relevant, distinctive and credible." The resulting branding is simple yet still eye-catching – with its most unique feature being the photography it has. Each individual coffee is from a different region and the photography replicates those regions in the form of coffee grounds – with the grounds making up the outlines of continents. The brand offers fair trade coffees from Africa and Central and South America.
This fair trade coffee branding works to ensure that the product is contemporary while referencing its regional influences and sources.