Fair Trade

promotional coffee bags

OBJECTIVE
Promote a sustainable food source that could make a difference/impact on the world.

PROCESS
Discovering that Americans consume more coffee per day than any other nation in the world, I knew this would be an excellent product to promote. Thinking about how much money Starbucks churns up on a daily basis, consumers should understand where their gallons of coffee come from, and who's responsible for growing it.

Research showed that many of those Americans knew little-to-nothing about the benefits of Fair Trade. My goal was 1) to grab the consumers attention with packaging that aesthetically stood out from the typical coffee bag, and 2) to educate consumers about the benefits, process and the people involved in Fair Trade.


PACKAGING
By using life stories of actual people involved in the Fair Trade process, I created a branding system. Each bag focuses on a particular person, farming community or region.