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| Brand new packaging |
FAIR
is proud to introduce its brand new packaging.
Three
years after launching our brand, we have decided to revisit its
identity so it is more in sync with our core values. Founder and CEO
of FAIR Alexandre Koiransky explains: “Like any other successful
brand, we needed to evolve. We're now at the beginning of a new
adventure, and the timing is perfect. As FAIR will now not only be
distributed at bars and restaurants but also to a larger retail
circuit, we wanted to make our message even more relatable, that’s
why we created this new packaging. ”
French
agency Jean-Marc Piaton Conseil was in charge of the new visual
identity. “FAIR is a very strong brand, with a very specific
concept, so the packaging needed to reflect this” explains Piaton.
“Lightness, purity, balance, this is what fair trade is about. We
had an incredible brand, we created the bottle it deserved!”
As
he was working to refine the new identity, Piaton highlighted the
DNA of the brand. Simplicity - as an echo to the purity of the
liquor - which implied a specific attention to the details. Using
Futura font for the new logo, or hand-writing and pictograms for
example. The unique presence of quinoa was also underlined. Elegance
was also key, FAIR is a small brand, but one of quality. Beautiful
materials were used to create a graceful line. And then
sustainability of course, that's what FAIR is all about. As it is the
first labelled “Fair Trade” brand of spirits it will be
recognizable through an ecological paper and a lighter bottle.
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| Old packaging |
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