The consultancy was brought in to work on the project about a year ago without pitch, having worked with the parent company Traidcraft on numerous previous projects.
Traidcraft, a UK-based fair-trade organisation worked with poor producers in Africa and Asia, and sells fair trade products including the Geobar range, clothing and homeware.
Derek Johnston, Family & Friends co-founder and creative partner, says: “With the relaunch they were looking to appeal to more everyday consumers and tell the fair trade story.
“The cereal bar market has become very saturated, so the intention was to show what they’re difference is and tell their story – they’re the most fair-trade, ethical brand you can buy”.
The new look uses bright colours to achieve standout, with typography formed of textile-like patterns.
“It needed to be something really bright and cheerful”, says Johnston.
“The ingredients are from all corners of the world, but they’re all fair trade, and the packaging reflects that”.