Green Mountain Coffee
Role // Art Direction / Design
Illustrator: Miles Hyman
Green Mountain Coffee is the largest purchaser of fair-trade coffee in the world. I was part of the team that introduced GMC’s 2012 fair trade campaign, along with their new slogan “Great Coffee Good Vibes, Pass it On,” aimed to celebrate their ongoing commitment to providing a better cup of coffee to their customers and a better quality of life for their coffee farmers.
As was done in the previous years in recognition Fair Trade month (October), they teamed up with musicians to raise awareness of GMC’s fair trade practices. Through the artists’ visits to the company’s fair trade cooperatives in Sumatra and Colombia, the brand continued to educate coffee drinkers about what fair trade is.
Print and online ads directed people to the brand’s Facebook app, which featured videos of the artists’ travels and experiences, as well as
education and origin of the fair trade products.