Level Ground Branding and Packaging by Subplot
2012 RGD SoGood Winner – Level Ground
Founded in 1997, Level Ground’s mission is to trade fairly and directly with small-scale producers in developing countries, and to market their products in North America. The company has a loyal local following for its coffees, raw cane sugar and dried fruit. However, as the company grew and Level Ground began competing with more sophisticated brands farther afield, the company failed to connect with a broader consumer audience.



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