5th April 2018 DRWakefield launches new brand identity ready for the London Coffee Festival Long established green coffee trader DRWakefield will be unveiling a new brand identity (shown above) at this year’s London Coffee Festival. The London-based business which was founded in 1970 by Derrick Wakefield, the father of current owner Simon Wakefield remains independent and family run priding itself on building strong, transparent relationships with producers and roasters. Trading in more than 70 countries worldwide they were the first to gain Fairtrade and Organic licences and introduce Rainforest Alliance to the UK. They also hold exclusive relationships with many suppliers including Daterra http://www.daterracoffee.com.br/site/, Swiss Water decaf https://www.swisswater.com/ and Café Granja La Esperanza http://cafegranjalaesperanza.com/en/. The new brand identity still embodies much of their existing and well-established blue palette but introduces a new logo; giving it a more modern feel whilst still acknowledging its heritage and using the wheel to represent the huge variety of characteristics they deal with in the industry. Simon Wakefield explains “We have always believed that coffee is about people and our new logo builds on the concept of coffee character. That it’s not just about taste and origin but a unique mix of every characteristic and character involved. Whether that’s the producer we are sourcing from or the roasters we are working with on a daily basis; including the diversity in our own team. We love to catalyse the entire supply chain, ensuring coffee finds its rightful partner” Since moving to Thompson House in 2006, DRWakefield have doubled their office space and trebled the size of their team in response to increased volumes and variety of product sold. This has created much greater demands on logistics and quality control support as well as increasing the requirement for information to run the business. For more information or images please contact Saskia Johnson on 020 7202 2628 or email [email protected] Or visit DR Wakefield at The London Coffee Festival 12th – 15th April https://www.londoncoffeefestival.com/ where they will be cupping throughout the day.