Designed by Subplot.

Founded in 1997, Level Ground Trading’s mission is to trade fairly and directly with small-scale producers in developing countries, and to market their products in North America, offering their customers ethical choices. The company steadily grew a local, loyal following for their range of coffees, as well as recent introductions of raw cane sugar and dried fruit. However, as the company and brand grew, Level Ground began to compete with more sophisticated brands farther afield, and were failing to connect in a meaningful way with a broader consumer audience.
The new logomark declares boldly the superiority of “Direct Fair Trade”: two hands (and dialogue bubbles) shake, forming an “equal” sign between them. This brand identity is founded on equality, fairness and relationships, and brings a human touch right into the logomark itself.
The packaging platform takes the thought further: the producer is the real hero. The producers grace authentic kraft bags, with a label that declares Level Ground’s expertise and deep knowledge of the origins and taste profiles of each of their coffees. The Identity Platform completes the circle: engaging copy like “We shake the hands that pick the coffee”, “Coffee lover. Meet coffee grower”, and “Good. From crop to cup” expresses the duality of “direct fair trade” and “superior coffee”.

In many ways, rubber boots – an underrated product. Everyone knows about their primary function – protection against water. But there are many advantages that are not visible at first glance, and on which the buyer often does not know. Standard boots for fishermen are able to protect the wearer from a lot of trouble:

• glass, wire, sharp rocks, driftwood
• predatory fish
• oil, gasoline, acids,
• electricity

The possibilities of how to portray these threats, we realized that to show the protective functions of the best boots on the example of fish. This is closer to the subject of fishing is more exciting is the opportunity to combine several types of threats in a single image. For example, an electric eel symbolizes the biological and electrical hazards. The package itself is designed as a mini stand, which creates the illusion of a boot that is immersed in water. Thus, the buyer can appreciate and understand the full range of protective properties of the product. The upper part of the package shows that in most cases you do not see what is happening under the water (because of the glare and ripples), but there lurks many dangers, and boots «Fisherman» successfully protect you it is them.