Personal Project - Packaging Concept Inspired by Fairtrade Fortnight

Personal project, concept idea for packaging for Fairtrade's #shedeserves campaign

After following the #shedeserves campaign for Faitrade Fortnight, I created a packaging design concept as a personal project to celebrate the strong and capable women farming cocoa for our chocolate in West Africa. The campaign focuses on achieving a living wage for cocoa farmers and especially highlights women farmers, who's labor often goes unrecognised and unpaid in W.Afrcan patriarchal communities. The design is based on one of my favourite Fairtrade products- Divine Hot Chocolate, and imagines what packaging inspired by the campaign could look like. 

#shedeserves a living wage.

Divine woman page new.jpg

Packaging Concept

I illustrated a vector pattern inspired by the strong and capable female farmers and by the colours and shapes found on Ghanian fabrics. The pattern symmetrically shows two cocoa beans and also the adrinka symbols, a defining feature of the Divine brand. 

The design shows the female cocoa farmers behind Divine Chocolate, and the campaign would have posters introducing some of the different female farmers. These examples show one female farmer and introduce us to her story.

Jenny Daymond Personal Design packaging design project based on Fairtrade Campaign, She deserves, illustrated packaging design, Divine Chocolate by Jenny Daymond Design and Illustration 2

£1.86 is the average price of a chocolate bar in the UK and the amount a cocoa farmer in West Africa needs to earn each day in order to afford the things we take for granted; food, basic medicines and being able to send her children to school. Currently, a typical cocoa farmer in Cote d’Ivoire lives on around 74p a day. 


The women often work planting and harvesting for free and rely on their men to pay for food and to look after them, this leaves them very vulnerable, with no income of their own.  In the Kuapa Cocoa Collective in Ghana, where Divine Cocoa is farmed, Fair-trade are helping to build a better future for women. 

How Fairtrade Help

Fairtrade are campaigning for a living income to become a reality for cocoa farmers in West Africa. For those who are able to sell their cocoa under Fairtrade terms, farmers have a safety net, receiving the Fairtrade Minimum price and extra money on top of sales, a premium to invest in whatever they need most. 

“Gender awareness in Kuapa Cocoa Collective aims to enhance the active and effective participation of women in decision making throughout the organisation. Measures have been introduced to ensure that a minimum number of members of the various councils and committees are women. Over time this has ensured women have more influence and make more contributions to the organisation. In 2008 more women than men were voted onto the Kuapa National Executive, and women hold some of the most senior positions.”


Further seminars and workshops are also organised for women on a wide range of issues, for example nutrition, child care, health and credit facilities. Kuapa has also supported other ways of women generating their own income to make them less dependent on their men, to provide money for their families during the off season, while the cocoa is growing. The women in Kuapa make soap from the cocoa husks. In other Fairtrade collectives, women make beautiful textiles to sell, learning to dye fabric with complicated batik techniques.


Happy Fairtrade Fortnight and Happy Women’s Day! Let’s be mindful of the women behind the chocolate snacks we love!

You can learn more about Fairtrade's She Deserves campaign here.