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Cafedirect for Waitrose


Design: Family (and friends)
Strategy Director: Derek Johnston
Creative Director: Alex Durbridge
Designer: Michael Hester
Project Type: Produced
Client: Cafédirect
Location: London, United Kingdom
Packaging Contents: Roast and ground coffee
Packaging Substrate / Materials: Compostable kraft paper, recycled cardboard

Family (and friends) have helped the ethical and sustainable coffee pioneers Cafedirect launch their latest product; a small-batch roasted range exclusively created for Waitrose that continues Cafédirect’s journey towards being the ‘Ridiculously Good’ coffee company.

The premium Organic and Fairtrade speciality coffees not only champion emerging New World origins and follow the Cafédirect principles of donating 50% of the profits back to farming communities, but they are also packed in entirely home compostable bags.

Small-batch roasted in Cafédirect’s London Fields roastery, the new range boasts complex, rich tasting notes and can be enjoyed in a filter or cafétiere. The speciality beans have been sourced from Honduras, D.R. Congo and Indonesia, where all farmers have a minimal environmental impact and adopt sustainable farming principles.


The new range is 100% plastic free and packaged in premium kraft pouches, which are suitable for your home compost or food waste bin. This is a ground-breaking shift away from industrial certified compostable bags that only break down once treated in specialised industrial composting units.

The recyclable outer card sleeve uses desirable modern pastels which dominate the pack, a disruptive colour for the category in order to attract younger shoppers. Bronze foiling elevates the ‘London Fields Roastery’ message and gives premium cues, while the delicate detailing of the contours continues over the compostable bag, in sustainable white ink.

John Steel, CEO of Cafédirect states: “We are so proud of our new London Fields range which empowers smallholder growers, delivers a great taste and pioneers a better way of doing business. We believe this range will attract younger shoppers who are looking for a coffee that leads on taste but has genuine ethics and sustainability behind it. Innovations like the home compostable packaging ensure that Cafédirect continues to lead the way in the ethical roasting revolution.”







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