Cafédirect has unveiled a new pack design and positioning with “Ridiculously Good” messaging.

The company works directly with artisan growers from across the globe to produce coffee, tea and hot chocolate that it believes to be ridiculously good, in taste, quality and at delivering positive change for the farmers that it works with.

Cafédirect’s new packaging is designed to stand out and look impactful on shelf, using premium cues to encourage reappraisal and trial. Its new logo is intended to be something of a beacon and inspiring symbol of aiming beyond the average.

The new messaging can be found on its website