Doing good with pleasure

 
Fairtrade The young design studio Saloon shows joie de vivre without a guilty conscience - thanks to Max Havelaar. 
Since March, Max Havelaar has also had a new image in Switzerland. The fresh logo corresponds to the internationally uniform appearance of all Fairtrade organizations in the FLO association, to which the Max Havelaar Foundation also belongs. The logo was developed by Interbrand in 2002 and is well established in Europe. It symbolizes a happy person who is the focus of fair trade. All products from the 100 or so trading partners will be relabeled or completely repackaged. Bananas and flowers are making a start.
The Saloon design studio on Weststrasse in Zurich was commissioned by Max Havelaar to design a nationwide image campaign. The result is three print subjects that show that fair trade products offer more enjoyment.
The Max Havelaar Foundation wants to open up new business areas and appeal to additional consumer groups with its modern image. The focus is on expanding the catering channel, extending the range of branded products and quality products and further developing the retail trade.
The well-known seal of quality enjoys a high level of credibility and popularity. Values that are also communicated in the new campaign. The protagonists are producers who are happy to give their best thanks to fair conditions.
Max Havelaar has enlisted the creative minds at Saloon to add a more pleasurable shopping component to the "doing good" motif. The high-quality and modern implementation is intended to show that fair trade "doesn't have to look dusty or pitiful and is also reflected in the quality of the products", as Marketing Manager Nadja Lang explains at Max Havelaar. The young design studio of Vera Studhalter, Sarah Lüscher and Marcel Britt is already working on further motifs.   

Andreas Panzeri