Traidcraft approached Family and Friends in November after the consultancy was assigned to the company’s design roster. It briefed Family and Friends to create packaging that would stand out from other well-established brands, according to the consultancy’s co-founder Derek Johnston.
He says, ‘It was quite a tricky task as we wanted to maintain the Traidcraft brand, which is clean, simple and quiet, but the packaging really needed to shout to compete with other brands. At first, the design was a bit too much but we pulled back and now the packaging is doing something quite different to the rest.’
Family and Friends was inspired by the circular Traidcraft logo when creating the packaging. Johnston says, ‘Traidcraft is the founder of fair trade and the genuine article, but we didn’t want to go to heavy on the fair trade aspect as it might put people off. Instead, we focused on the luxury nature of the brand.’
The range is being rolled out in Sainsbury’s and Morrisons stores across the UK.