Executive Summary
Cafedirect is an incredible coffee company that holds itself to the highest of ethical standards. Rooted in the belief that business should be a force for good, Cafedirect measures its success in the wellbeing of the communities it touches; however the brand was facing a number of challenges that ultimately led to poor consumer perceptions and a decline in sales, therefore reducing the impact on the coffee growing communities they set out to help.
A brand that was more admired, than desired, Cafedirect's ethical messaging led to a functional view of the brand, with a lack of emotion...