We’ve continued our long-term partnership with leading ethical coffee company Cafédirect by helping to redefine their proposition and reaffirm their people-driven philosophy of producing coffee that’s ‘Better for Everyone’.

Unlike any other UK coffee company, Cafédirect invests 50% of their profits into working directly with farmers to improve sustainability and livelihoods, right across the coffee growing world.

Our ‘radical revitalisation’ of Cafédirect back in 2021 won a prestigious Gold DBA (Design Business Association) award for effectiveness in brand transformation and business success as a result.

But in order to maintain a truly healthy brand and build brand ‘happiness’, we believe it’s vital that brand codes and design assets are frequently revisited to maintain relevance in a constantly evolving consumer market.


To this end, we have continued working closely with Cafédirect to develop a revitalised brand proposition, ‘Better Coffee for Everyone’, bringing to life their focus on directly supporting their partner smallholder farmers and co-operatives, improving the livelihoods of growers which in turn produces better-tasting coffee.

The logo has been invigorated, with bolder, more condensed typography which amplifies shelf impact and brand blocking in store. Coffee crop provenance is further brought to life with vibrant colour and traditional patterns across the whole SO range.