Level Ground Trading
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”.