Cafédirect is revamping the design of its entire hot drinks portfolio to reinforce its relationship with Fairtrade producers - and strengthen its brand equity with a more prominent logo.

Images of the hand tools used by Cafédirect's grower partners will now feature on pack alongside quotes and signatures from the farm workers.

The logo has also been revamped to give it a more modern appeal and will be added to Cafédirect's sub-brands Teadirect and Cocodirect for the first time to increase brand presence on shelf.

Mark Carden, Cafédirect's head of marketing, said the new packaging, which is rolling out in May, would help consumers understand where the tea, coffee and cocoa originated from.

"Our new packs will help communicate our passion for helping to build and develop communities," said Carden.

"By highlighting that all our products fall under the Cafédirect umbrella, we're creating consistency across the range, leveraging the power and loyalty of the parent brand and helping consumers find our lines."

Retailers could boost sales of Fairtrade hot drinks by rethinking their fixture location in-store, he added.

"Retailers can benefit by merchandising the big Fairtrade brands more centrally to encourage consumers to repertoire shop across ethical hot drinks just as they do across standard products."

A marketing campaign, complete with digital and in-store advertising, will kick off in spring to ­support the brand's makeover.

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