Client: Level Ground Trading
Creative Directors: Roy White and Matthew Clark
Writers: Derek Perkins and Matthew Clark
Illustrator: Matthew Clark
Photographer: Hugo Ciro
This packaging celebrates farmers with intimate, inviting photography “in situ” and labels that underscore Level Ground’s deep knowledge of the origins and taste profiles of each of its coffees. Engaging copy expresses the duality of “direct fair trade” and “superior coffee”, and mixes images of the producers themselves with product shots and prominent logos to drive this new brand’s awareness and recall. Innovative posters, retail displays, banners, flags, vehicles, t-shirts, coffee cups, event booths and a mini-brochure all help Level Ground to get the word out in the community, at events and in retail.
For-Profit Category 2012