HeineJones created a new brand name, identity and packaging for global not-for-profit - Oxfam in 2010.

The Oxfam Fair range is certified organic and fair trade and includes World Blend, Africa Blend, Ethiopia Single Origin, East Timor Single Origin, and Peru Decaf. Oxfam Fair helps communities from developing countries unlike other coffee brands, local profits from the sale of this range are used to fight poverty and injustice around the world via Oxfam projects.

The objective of this project was to ensure this brand could compete against established supermarket brands. The bold, black and white brand mark, modern san serif product descriptor font and the metallic colour coding, created a strong presence in store and was easily extended to other supermarket categories, such as a range of chocolate products and Oxfam Fair merchandise.  

Oxfam Fair has found favour with consumers with a conscience. Available in selected Coles and Woolworths stores nationally, it successfully delivers profits for humanitarian causes.