Landor to partner Traidcraft on major rebranding programme

Traidcraft, the UK's pioneering fair trade organisation, has appointed Landor Associates to review its packaged branding and create pack designs for its extensive range of food and drink products. The 60-strong range includes established lines such as Geobar, GeoActive and FairBreak, as well as the Traidcraft-branded ranges of hot beverages, cereals, spreads, snacks, dry goods and wines.

Traidcraft, the UK's pioneering fair trade organisation, has appointed Landor Associates to review its packaged branding and create pack designs for its extensive range of food and drink products. The 60-strong range includes established lines such as Geobar, GeoActive and FairBreak, as well as the Traidcraft-branded ranges of hot beverages, cereals, spreads, snacks, dry goods and wines. Traidcraft have long been trailblazers in defining new fair trade categories. Landor was appointed following an agency selection process involving three other top London agencies. Traidcraft, a key originator and campaigner in the fair trade movement, has built up a significant direct-selling operation through its own grassroots network of supporters. However, as awareness and acceptance of the fair trade concept is now crossing over into the mainstream, Traidcraft aims to build its business by developing a parallel multiple grocery channel. Jenny File, Product & Brand Manager at Traidcraft, says: "New food packaging will be crucial in moving us to our next stage of growth. We're a small organisation with limited budgets, so this will be our most important marketing lever – our brands will have to work hard for us on shelf. The more successful our packaging is, the more we can educate people in the benefits for producers and for them as consumers of buying fairly-traded goods. We chose Landor because they went above and beyond our expectations in understanding our business and the challenges of our sector. We're looking forward to some terrific creative work." Traidcraft expects the first newly branded products to be on shelf by the autumn.