It is also adding new Intense and Special Selection products to its freeze-dried instant coffee collection and renaming the 5065 line as Premium Instant Classic Blend and Decaffeinated Organic.
The brand's new image retains individual lines' existing colour coding but the new logo evokes the idea of a 'virtuous circle' and represents the letters 'C' and 'D'. Images conveying each product's provenance and flavour are highlighted within the logo on the front of packs, while on the back, individual growers are pictured in the centre, alongside details of the brand's fair trade ethics.
"Packaging plays a vital role - especially when we don't have the big marketing budgets of some of our competitors," said Sylvie Barr, head of marketing. "Under our new look, users will see Cafédirect as a beacon brand for Fairtrade."
Other new touches include wine-like taste descriptors on the single origin coffees, the Fairtrade mark appearing in colour and a new strapline: 'Bringing quality to life'.
The revamped range will be on shelf early in the new year, but Cocodirect will be sporting the new livery next month and the two instant newcomers are rolling out in it now. Intense (rsp: £2.59) is a richer-tasting product, while Special Selection (£2.99) will be sourced from a single origin, which will change through the year according to harvesting seasons. "It is a unique way for consumers to experiment," said Barr.
Support next year will come from press ads from February to June, a sampling campaign until next spring, direct mail to targeted consumers, a new website and activity dedicated to Fairtrade fortnight, which kicks off in February.