The Malawi Partnership is the first of many campaigns created by Central England Coop under their new umbrella trade development funding program. The primary objective of the partnership was to shed light on the challenges faced by Malawi farmers and emphasise the importance of fair trade practices. Additionally, the campaign sought to promote fair trade food products produced by these farmers, thereby encouraging consumers to make ethical purchasing decisions.
I created a bright, colourful brand style taking inspiration from traditional Malawi print styles and techniques. Alongside the brand illustration, a user-friendly website was developed to serve as the central hub for the campaign. The website featured immersive stories, showcasing the journey of Malawi farmers and the impact of fair trade initiatives on their livelihoods. The site features detailed product lists and education materials were incorporated to engage visitors and foster a deeper understanding of fair trade principles.
The impact of the project is already being felt, with a 20% increase in coffee trees planted, and over 800 cooperative smallholder farmers trained in effective production practices.
Produced in collaboration with Central Coop & parent agency.
2022-23
Central Coop
