Relationship
Western Canada’s largest specialty coffee roaster approached BRANDFX to name, brand and launch a line of coffees espousing fair and sustainable business practices to its specialty coffee house, retail grocery, and foodservice markets.
Approach
Appeal to existing and new customers’ desires to make socially responsible purchasing decisions by positioning the new line as the obvious quality choice for ethical individuals or organizations. The creative was built around the idea of “giving back.” We wanted a name that captured the essence and core of the brand. “resiprocate” was born. We created a bold standout packaging system that allowed the name to say it all; supported with trade and various collateral materials.
