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How do you re-express a warm heart?
Equal Exchange is a workers' co-operative that uses sustainable farming methods to produce fair trade organic products. Their range of 67 SKUs was under threat with declining sales, delistings and increased competition.
The Equal Exchange message was beginning to suffer from the ‘so what?’ factor. We decided to re-focus on core brand truths -- a great product that's helping farmers and making customers feel good.
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Telling the brand story in words, as well as pictures, was key to our approach. The packs needed to carry a lot of information so we decided to incorporate this into the overall design look and feel.
A client with tight budgets was relieved to hear about the cost benefits of avoiding photography and illustration.
The result is confidence derived from simplicity and integrity. The brand speaks from the heart, both on individual products and as a complete range.
A relatively small budget meant the pack design had to work very hard. Each design is a pack and an advertisement, rolled into one.
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Coffee sales, about 50% of Equal Exchange's turnover, rose dramatically. A sales decline was transformed into a 19% average value growth across all coffee products, year on year. For the coffee farmers, that equals a 15% increase in revenues.
With turnover now set to rise by 50% in a declining market, Equal Exchange is finally swimming into the mainstream. And not by compromising their values, but by proclaiming them.
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*It doesn't just end here.
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