The new look, which features a distinctive, circular logo, was developed as part of a major re-brand for Traidcraft’s food product range.
Jenny File, Traidcraft's Product and Brand Manager, said: "We wanted to create greater brand coherency and visibility for our products so that shoppers can identify them quickly on the shelf. The new packaging, which incorporates messages from our producers, also enables consumers to identify the positive ethical aspects of their choice of Traidcraft foods over those of other products."
Phil Gandy from Landor Associates, which designed Traidcraft’s winning packaging, said: "Against the 'fairly fair trade' jumble – and even against the specialist fair trade brands – Traidcraft stands apart as the fairest trader of them all, making the most significant and sustainable difference to emerging market producers. Winning a GRAMIA Award for our branding work with them proves it!"
The awards, which were launched in 1994, recognise creative excellence across a range of media, including packaging, TV and cinema, trade press and radio. Entries were judged against the following criteria:
- The campaigns' objectives and strategic outline
- Demonstration of the campaigns' market impact and success
- How the execution fits in with the overall brand strategy
The judging panel selected four campaigns from each category, each of which won a GRAMIA. The other winners in the packaging category are: Loseley Ice Cream, Tesco Ingredients and Higgidy Pies.
Traidcraft will be presented with their trophy at an awards evening in London on Thursday 4th October.
