Repositioning from big brand to independent brand. In addition to capturing the look and feel of an independent producer, it was important to distinguish the qualities of the coffees within the Roast & Ground range. Additional quality cues ensured the single origin coffees had a more sophisticated appearance than the blended, whilst remaining part of the family.
Cafédirect – Roast & Ground Coffee
Brand Identity / Packaging
Cafédirect – One Acre Tea
NPD / Brand Identity / Packaging / Copywriting
A carefully crafted brand identity for a range of artisan African teas, each grown on ‘one Acre’ smallholdings. We where responsible for creating all aspects of the brand- from brand proposition, naming, pack design and tone of voice.
‘Mayday have created a beautiful range for us with One Acre, with stunning pack designs that perfectly capture the character of each of these artisan teas. Our small tea garden producers will now have a compelling presence on the shelf in UK supermarkets.’
Nicola Pearson – Commercial Director, Cafedirect