Branding News: Cafedirect revamps to improve standout

Cafedirect, the manufacturer of Fairtrade hot drinks, is revamping its packaging and corporate identity to stave off the threat of retailers' own-label products and companies including Nestle.

Lewis Moberly is creating a more unified look for the brand's portfolio, which includes coffee under the Cafedirect brand, tea under the Teadirect banner and Cocodirect-branded 40% cocoa solids drinking chocolate.

The revamp is also intended to increase the products' shelf standout in an increasingly competitive category. Orange has become the corporate colour to give the firm a more vibrant look.

The strapline 'Bringing quality to life' has been introduced, along with a circle device made up of two arcs that refer back to the C and D of Cafedirect. This 'interconnecting logo' is intended to represent the close relationship between the supplier and consumer, according to a spokesman for the company. A collage of photographic images featuring both the raw ingredients and the end product appears in the circle.

Cafedirect will kick off an advertising campaign in February, backed by a sampling, online and direct mail push targeting more than 300,000 consumers. It will also roll out new products over the next year and is renaming its 5065 Freeze Dried Coffee as Premium Instant Coffee to appeal to a wider audience.

The Fairtrade hot beverage sector was worth £36m in the year to the end of July, according to IRI. It is contributing to value growth of 7.5% in the overall hot beverage category.


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