Join the league where everybody wins.
Brand Strategy
Copywriting
Art Direction
THRIVE FARMERS
Thrive Farmers is a fair trade coffee company whose main business is B2B. They came to us to help reposition them in a way that encourages new businesses to get on board (and get involved) with their mission. They didn’t want passive business partners, either. They wanted engaged, long term business relationships that will help them continue to grow and serve their network.
Thrive Farmers’ main selling point is that they treat their farmers fairly. The problem is, treating your farmers fairly isn’t, nor should be, exceptional. Every other coffee brand in Whole Foods says the same thing. Customers view this as the bare minimum, not the best.
THE INSIGHT
30-40% of the world’s population drinks coffee daily. This is a team that’s 2.5 billion strong. We’re all on the same team in the fight against climate change, indifference, injustice, and apathy.
THE SOLUTION
Feature Thrive Farmers as the league of coffee drinkers. It the only league where everybody wins: farmers, partners, baristas, and coffee drinkers alike.
