Carter Wong Design redesigns packs for Cafdirect

The packs feature growers’ tools to emphasise the partnership between the Fairtrade company and the tea and coffee growers. The tools were photographed in Africa and Central America.

There is a quote from the grower on the front of each pack to authenticate the provenance.

Carter Wong Design said the aim was to express the relationship without resorting to the obvious ‘men in straw hats’ approach.

The coffees are in flow packs printed by Argraf and Safta, and the cartonboard tea boxes are printed by Alexir Packaging.

Carter Wong said Cafédirect is looking into the possibility of moving to FSC-certified board and more environmentally friendly laminates for the flow packs, in keeping with its ethical business model.

The new designs will be available from April. There is also a chocolate drink to come.

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