CHOOSE FAIRTRADE
CHOOSE FAIRTRADE is a social awareness campaign on what fairtrade means and how it applies to the cocoa industry. Being certified Fairtrade means that the chocolate was produced sustainably, with environmentally friendly and non-destructive growing practices, and with fair compensation and working conditions for farmers.
CHOOSE FAIRTRADE informs consumers on the social, economic, and environmental standards of fairtrade and encourages people to choose fairtrade chocolate products in their own lives. Ultimately, this project shifts the needle toward an equitous relationship between everyone involved in the transaction of cocoa, from farmers to brands to shoppers.
FOR THE PEOPLE - Poster 1
FOR THE PLANET - Poster 2
FOR THE PRICE - Poster 3
The color palette is inspired by the colors that naturally occur at some point in the life cycle of a cacao pod, and a departure from the exclusive use of shades of brown that are already associated with chocolate. The gridded structure is inspired by a traditional unwrapped bar of chocolate, abstracted to allow the information and imagery to dictate the space.
The three posters each highlight a different issue related to farming cocoa: social, economic, and environmental. This led to a trio of headings “for the people”, “for the planet”, and “for the price” that guide the overall campaign.
Campaign desktop and mobile site scroll through
Instagram profile
IG post “FOR THE PEOPLE” intro
IG post “FOR THE PRICE” statistic
View the full brand guide!
