The wine brand is the product of a joint venture between Origin Wine, the Du Toitskloof Winery and its workers. The updated identity reflects Fairhills’ positioning of "Good wine that does good".
Print ads, which carry the line "Please drink even more responsibly", kick off on 6 December with a placement in The Big Issue.
Jon Woodriffe, UK sales director at Origin Wine, said: "Fairhills is a unique brand which is proud to have a five-year Fairtrade heritage, and the UK remains its main market. Fairhills is about being worthwhile rather than worthy."
The brand is sold through most major supermarkets, including Tesco, Asda, Morrisons and Waitrose. It has traditionally run in-store sampling campaigns during Fairtrade Fortnight in February.
Fairhills run above-the-line advertising in 2008.
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