New Irish Fairtrade Venture Needs Brand Identity

LET ME TELL YOU ABOUT US:

Fairtrade is an internationally recognised consumer guarentee that growers are paid a fair price for their harvest. It covers a growing number of commodities (tea, coffee, fruits, cocoa, sugar, cotton etc) and we are setting out to be a one stop shop for Fairtrade, initially in food, and later in toiletries, cotton clothing etc.

Fairtrade is a vital endorsement on our products, and is recognised by over 65% of consumers in Ireland/UK.

Other brands have a token 'Fairtrade' line in the range (eg Nestle have one Partners Blend Instant Coffee), we have all 'Fairtrade' lines.

I have 20 years experience in food retail, and the last 7 on Fairtrade product development, distribution and sales of other people's brands.

The name of our new venture is 'Seaney's Fairtrade'. You may suggest others, like 'World Harvest', 'Th!nk', 'The Irish Fairtrade Co' etc.

The values we aspire to are fairness, enterprise, friendliness. (Think Irish - kind, fun, a land of saints and scholars). We believe our irishness adds to our credibility to be ambassadors for Fairtrade to the world.

50% of our profits will go to fund Fairtrade producer ventures aimed at retaining a larger share of retail price in their community. These are typically in Africa & India, as well as Guatamala and Pakistan.

Checkout www.fairtrade.org.uk for info on what's already out there (but not yet in the US !).

HERE IS WHAT WE NEED:

We need a corporate identity, that works on all media.

A logo (for use on stationery et al) and examples of two packaging designs. 1) A cereal bar carton 2) A soft drink bottle label

OUR TARGET AUDIENCE IS:

Ethical, 'green' consumers. Typically 20-45 yr olds, ABC1. Mostly women are making the buying decisions.

We want to be seen as engaging, caring, trustworthy; and not complicated, arrogant, boring

WE LIKE THESE DESIGNS:

We like www.innocentdrinks.co.uk; www.equalexchange.co.uk;

We like black and white although it may not be very 'tasty' for food.

We like rich colours that reflect quality

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

We must have the recognised Fairtrade logo included on all items. The rules for how this can be used are at http://www.fairtrade.org.uk/business_ser.... Its pretty easy really...