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Level Ground Trading began as a direct fair trade coffee company with the goal to “improve the lives of disadvantaged producers through trade”. Since then, the company has grown, has added fruit and cane sugar to its portfolio, and is competing on a different level on local and national store shelves. 10 years ago Subplot helped Level Ground position their products uniquely in the market place with the line “We shake the hand that picks the coffee”This positioning is still relevant 10 years later, however it was felt the packaging was in need of an update, to make it more current and relevant. The question was, how to leverage all the existing Brand recognition and equity built up over the last 10 years but at the same time evolve the packaging to make it more current and relevant.
The design needed to continue to emphasize the strong producer relationships and measurable direct fair trade impact. This is still what makes Level Ground unique in the market. Stay true to their values, don’t look “big and slick”, and tell our story better.
The design solution retains key equity elements such as the growers profile picture and the craft colour and the flavour specific colour. However after research we discovered that consumers do not buy based on country of origin but rather on taste and flavour.
All flavours have been renamed based on flavour profile. The craft has been retained but dialled down in favour of a dialled up flavour colour adding more vibrance and pace to each pack.
The typography has been stripped down to key communicators and updated with a more modern contemporary font with a more simple direct approach.
“We always trust Subplot when working on product redesign or development. Roy and his team bring a deep knowledge of the packaging industry, and challenge our assumptions on the way things should be. In all cases, the resulting product design is high calibre and beyond our satisfaction”, adds Level Ground founding partner, Laurie Klassen.