Local Grounds Process book (SCAD) by George Garrasetgui, Jr.

GEORGE GARRASTEGUI, JR. GRADUATE REVIEW WINTER 2012

3D Studio | GRDS-730-02 Fall 2011 | Prof. Joseph DiGioia

SKETCH NOTES

INITIAL PASSIONATE IDEAS Look into something that you are passionate about. Think of the social aspects of it. Looking to solving a problem that is dimensional. Look around at what is not functioning with in this location.

Minimum of 4 components

Brand, name and create a mark for the systems.

We design strategies, visuals and systems

The first thought to come in to my head were Coffee because I am an avid coffee drinker. Sneakers, because I consider myself a sneaker head :). Cooking, because I love to cook. And Bikes, since I was going to be using my bike all the time while in Savannah.

IDEA NO. 01 Sneakers: I thought this could be an interesting way to start my project. When I look in to possible avenue to take with this topic the information seemed limiting. Being in savannah there did not seem to be a lot of companies I could get access to discuss sneaker and there impact on the environment. It seem more of a distant idea and I thought I would challenge myself to get out an do more ethnography and not only use the internet and hear-say. The initial thoughts ranged from doing something with recycled show materials, using laces in a different manner, create a packaging/ organizational system. But these idea seem do be done an I saw it hard to implement locally.

IDEA NO. 02 Coffee: Being and avid drink, and way from the normal coffee option I have in NY, I decided to seek out new coffee vendors. Classmates had informed me of a local coffee roaster and thought it could be a good place to start to ask questions about fair-trade coffee. I wanted to focus on a way to inform and increase to purchase of fair-trade coffee to help farmers across the globe. Initial ideas were some sort of refill service, compactible mug/ tumbler/ cup, a coffee drinker started kit and something to do with upcycle packaging. All of these ideas seem far-fetched but interesting. These all came from just online research, I need to get more in-depth and more local.

SKETCH NOTES

M I N D M A P S / F LOW C H A RT S / T H O U G H T S

1ST BRAINSTORM Looking into the process of harvesting and importing coffee. This mindmap breaks down the supply chain and quick observations of sun-cultivated v. shade grown coffees and their benefits. And beginning to focus on fair trade coffee. 10

M I N D M A P S / F LOW C H A RT S / T H O U G H T S

1ST BRAINSTORM CONT. Figuring out what items are recyclable or upcyclable. What are the environmental , qualitative and community impact having to do with fair trade coffee. 11

After my initial research via the internet* I found information on how â&#x20AC;Ś coffee can be used in farming.

how fair-trade coffee helps protects the low-income farmer and guaranteed them higher wages.

consumer can make better decision to support the fair- trade movement.

that all fair-trade is not always a good thing. There are a lot of regulation for fair-trade and can actually make it harder for the farmers.

so much of the middle-men with in the distribution process are really the one making all of the profit.

more and more coffee roaster and dealing directly with farmers to ensure they now the product intimately.

* All research can be found at the end of the process book.

The first Saturday of the week I heard about the Forsyth Farmers market and decided to head down. I missed my chance to talk to Philip of Perc Coffee, a local coffee roaster and I was going to use him to ask questions. Meeting with Philip from Perc Finally, on that Monday before class I was able to catch Phil on the phone, he had some free time so I went to meet him. Philip was really friendly and very open to discussion the coffee biz. While asking him question he told me about the actual roasting process. It was very interesting to learn of the minimal by-product of coffee roasting and to find out they were mostly environmentally friendly. But unfortunately one item he usually always threw away. It stuck out in my head because of itâ&#x20AC;&#x2122;s name, chaff. I thought nothing out it, but was just happy that I was getting to talk to people. For some reason chaff stayed in my head and I decide to go back hame an do more research.

SKETCH NOTES

M I N D M A P S / F LOW C H A RT S / T H O U G H T S

Mapping out new information from conversation with Perc Coffee. Understanding the supply chain, by-products and business opportunities of local coffee roasting. 14

SKETCH NOTES Questions and thoughts from classmates.

Research

SKETCH NOTES

TARGET AUDIENCE MOOD BOARD My target audience relies of four major type of people. Roasters Farmers Gardeners Cafes Each member of my target audience are intricate parts to the selling and usage of organic products. Each stakeholder benefits from the use of coffee and itâ&#x20AC;&#x2122;s byproducts for better soil and business.

SKETCH NOTES Questions and thoughts from classmates.

INITIAL CREATIVE BRIEF PROJECT OVERVIEW Local coffee roasters in the Savannah, GA seem to be self-sufficient and in use of the by-products associated with roasting coffee. Besides the roasted bean, coffee roasting produces gaseous waste, left-over burlap sacks and chaff. Chaff is the outer skin of the coffee bean that frees itself from the inner bean when roasted. It is flaky and fluffy with a light coffee aroma but offers nothing to the roasted beans so is separated and discarded. 1 Chaff usage has been left up to the individual without a clear cut avenue or opportunity for its use. A small few have begun to realize its potential in the gardening, composting and farming industry. Still it has always been up to specific individuals to procure this product, but they do not always have the means to handle it. What is being proposed is the beginning of a new delivery system that strictly handles the pick-up and distribution of this chaff. A system to either be on its own or as part of and existing local network. CATEGORY / INDUSTRY REVIEW As the number two traded commodity in the world the effect that coffee has on our ecosystem is continuing to increase. The main types of coffee throughout the world are either sun-cultivated coffee which is more associated with larger corporate coffee companies and shade-grown coffee which is increasing with the movement of sustainable, organic and fair-trade coffee co-ops. As a practice sun-cultivated coffee is meant for mass producing and uses chemical and pesticide to help stimulate growth in coffee farms. While shade grown is intended to bring back the natural system of harvesting coffee and maintain the farm and environment upon which it is grown. It also

maintains the natural habitat of indigenous insect and animal as well as migratory birds who help to create natural fertilizer for soil nutrients. Coffee is grown and harvested by some of the poorest countries across the globe. Ethiopia, Brazil, Costa Rica and Peru heavily rely on this export to stimulate their economies and help develop individual communities. For example, The major agricultural export crop is coffee, providing about 26.4% of Ethiopiaâ&#x20AC;&#x2122;s foreign exchange earnings. Coffee is critical to the Ethiopian economy. More than 15 million people (25% of the population) derive their livelihood from the coffee sector. 2 To help support the many farms who grow coffee in a sustainable fashion many roasters have begun to create direct-trade outlets or coffee cooperatives to begin and maintain relationships with farmers. The goal was to import a higher quality, sustainably grown product for the customers and cafes. TARGET AUDIENCE As the facility geared toward managing this unused coffee by-product, as well as other possible coffee waste, it will be important to distribute it from the roaster to the various venues that will benefit from this aromatic excess. The target audience varies, but it will be centered on the coffee and gardening industries. They are Coffee Roasters, Farmers, Gardeners, and Cafes. These members have a direct relationship to the usage/ removal of coffee chaff. Recycle: Coffee roasters and Cafes who do their own roasting will have excess chaff, way too much for them to either reuse, give away or distribute. They need a service that can pick-up and distribute this product to the correct places

and eliminate the need to be left in a landfill.

PERSONA #2

Upcycle:

Cecilia works at the local university and is into gardening. She enjoys growing her own vegetables in her large garden. Because of her large space she constantly looks for was to reuse or repurpose her waste. She has learned from friends and the internet that adding coffee to her soil either as a nutrient or as a slug deterrent will help her vegetable grow faster. She drinks coffee and tea, but not enough to supply her garden. She read about people picking up grounds at the local coffee shop, but is hesitant. Cecilia feels comfortable discussing her gardening options with her local nursery and has heard about chaff. She is very intrigued by its use and ability, just like coffee grounds, to add nutrients to her soil. But she does not know of any coffee roasters in her area. How can she get some of this stuff?

Chaff has other usages other than taking up space. As fluffy excess from the coffee it still maintains a lot of nutrients that can benefit soil health. It’s great for composting and as a fertilizer. It has also been used as litter for chicken coops. These alternative ways of supplementing the target audiences’ existing materials with an inexpensive and bio friendly additive. These various opportunities will allow for a new supply chain for the coffee by-products eliminating the possibility excess waste. The ability to use all part of the coffee bean helps to create better composting and gardening option for the professional and/or casual user. PERSONA #1 Philip is a coffee roaster. He imports his quality coffee from Brazil, Ethiopia, Peru and Costa Rica. He owns a small roasting facility where he does his own roasting, only before orders go out to maintain a fresh product. Philip is a sustainable roaster utilizing most past of the bean and its contents. He reduces his carbon footprint by biking all of his deliveries and burning of the excess gas from the roasting process with an internal oxidizer. After roasting his coffee, he is left with a large amount of excess chaff which he no longer has much use for and he does not want to discard it. He offers it on local classified sites such as CraigsList.org for people to come take it, but U S he I Nmay E S have S OtoBdispose J E C TofI Vit. E after aBwhile If S there were more people who picked-up his • Eliminate useless waste of this byproduct. chaff, he would gladly hold on to it. But he is Create a system of pick-up, and not• guaranteed that. What is hedistribution to do? delivery.

• Begin a new company to handle this system. • Partner with local distribution centers and build brand awareness • Add a new supply chain to the coffee roasting process.

BUSINESS OBJECTIVES

• Eliminate useless waste of this byproduct.

• Incre

• Create a system of pick-up, distribution and delivery.

• Des bene

• Begin a new company to handle this system.

•

• Partner with local distribution centers and build brand awareness • Add a new supply chain to the coffee roasting process.

DESIGN OBJECTIVES • Increase awareness of chaff.

COMPANY PROFILE

• Describe the multiple uses and Chaff Inc. (only a working title)nutrition will provide the nec beneﬁts existing coffee roaster/ cafes to local farmers, gard • primary focus at Chaff to establish a system of pick

business and customers of this new service and be TIMELINE Phase 1 - week 3 Present Target audience mood boards. 24

Finalize understanding the relationship between al much byproduct is produces and how much is alre

COMPANY PROFILE

worms/live/index.html

Chaff Inc. (only a working title) will provide the necessary distribution channel to link existing coffee roaster/ cafes to local farmers, gardener and consumers. It will be the primary focus at Chaff to establish a system of pick-up, delivery and marketing to inform business and customers of this new service and benefits of chaff.

Composting - http://www.soilandhealth.org/03s ov/0302hsted/030202/03020204.html

TIMELINE Phase 1 - week 3 Present Target audience mood boards. Finalize understanding the relationship between all the state holders and find out how much by-product is produces and how much is already being distributed and by which means. Phase 2 - Week 4 - 5 Continue to research proper avenues of distribution. Brainstorm branding

Savannah Food Co-op - http://savannahfoodcoop.com/meet-the-coop/our-story/ Coffee chaff coop litter - http://thetanglednest. com/2010/01/coffee-chaff-chicken-coop-littercreative-upcycling-for-the-urban-farmer/ Give your garden a jolt with coffee grounds http://www.seattlepi.com/lifestyle/homegarden/article/Give-your-garden-a-jolt-with-coffeegrounds-1126438.php An Organic Solution - http://www.equalexchange.com/an-organic-solution Transfair USA CuptoCup.com INTERVIEWS

Present direction; discuss opportunities to continuing to move forward.

Philip, Perc coffee

Phase 3 - Week 6 - 8

Elliot smith, Harvest Lake Farms

Research and development. Then final mocks up due to client.

Teri Schell, Forsyth farmers market

Phase 4 - Week 9 Final execution due to client. Phase 5 - Week 10 Present final image of final packaging and/or concept RESEARCH SOURCES What to Do With Coffee Bean Chaff | eHow. com http://www.ehow.com/way_5232478_docoffee-bean-chaff.html Worm Facts - http://urbanext.illinois.edu/

M I N D M A P S / F LOW C H A RT S / T H O U G H T S

SHIFT AND FOCUS Instead of focusing on a broad target audience. I narrowed it down to mainly the gardener. While riding my bike home from class, I noticed a shop Uptown Gardening & Hardware. I went in to ask the

owner, Joanie, if she ever heard of coffee chaff and her response was a resounding no, but her interest to use and try it was a resounding YES! This was a great opportunity to explain it to her. 26

TARGET AUDIENCE MOOD BOARD

(REVISED)

After finding more information on who my target audience I have shifted to a more focused and clearer customer. I will focus of the gardeners and community garden within the downtown Savannah area.

REUSE, REPURPOSE, RECYCLE CHAFF REVISED CREATIVE BRIEF PROJECT OVERVIEW Local coffee roasters in the Savannah, GA seem to be self-sufficient and in use of the by-products associated with roasting coffee. Besides the roasted bean, coffee roasting produces gaseous waste, left-over burlap sacks and chaff. Chaff is the outer skin of the coffee bean that frees itself from the inner bean when roasted. It is flaky and fluffy with a light coffee aroma but offers nothing to the roasted beans so is separated and discarded. Chaff usage has been left up to the individual without a clear cut avenue or opportunity for its use. A small few have begun to realize its potential in the gardening, composting and farming industry. Still it has always been up to specific individuals to procure this product, but they do not always have the means to handle it. What is being proposed is the beginning of a new delivery system that strictly handles the pick-up and distribution of this chaff. A system to either be on its own or as part of and existing local network. As system geared toward managing this unused coffee by-product, as well as other possible coffee waste, it will be important to distribute it from the coffee roasters to the various venues that will benefit from this aromatic excess. The target audience varies, but it will be centered on the coffee and gardening industries. They are Coffee Roasters, Farmers, Gardeners, and Cafes. These members have a direct relationship to the usage or removal of chaff. CATEGORY / INDUSTRY REVIEW As the number two traded commodity in the world the effect that coffee has on our eco-

system is continuing to increase. The main types of coffee throughout the world are either sun-cultivated coffee which is more associated with larger corporate coffee companies and shade-grown coffee which is increasing with the movement of sustainable, organic and fair-trade coffee co-ops. As a practice suncultivated coffee is meant for mass producing and uses chemical and pesticide to help stimulate growth in coffee farms. Shade grown is intended to bring back the natural system of harvesting coffee and maintain the farm and environment upon which it is grown. It also maintains the natural habitat of indigenous insect and animal as well as migratory birds who help to create natural fertilizer for soil nutrients. Coffee is grown and harvested by some of the poorest countries across the globe. Ethiopia, Brazil, Costa Rica and Peru. They heavily rely on this export to stimulate their economies and help develop individual communities. For example, The major agricultural export crop is coffee, providing about 26.4% of Ethiopiaâ&#x20AC;&#x2122;s foreign exchange earnings. Coffee is critical to the Ethiopian economy. More than 15 million people (25% of the population) derive their livelihood from the coffee sector. 1 To help support the farms who grow coffee in a sustainable fashion many roasters have begun to create direct-trade outlets or coffee cooperatives to begin and maintain relationships with farmers. The goal was to import a higher quality, sustainably grown product for the customers and cafes. Coffee roasters and Cafes who do their own roasting will have excess chaff, way too much for them to either reuse, give away or distribute. They need a service that can pick-up and distribute this product to the correct places

and eliminate the need to be left in a landfill. Chaff has other usages other than taking up space. As fluffy excess from the coffee it still maintains a lot of nutrients that can benefit soil health. It’s great for composting and as a fertilizer. It has also been used as litter for chicken coops. These alternative ways of supplementing the target audiences’ existing materials with an inexpensive and bio-friendly additive. TARGET AUDIENCE These various opportunities will allow for a new supply chain for the coffee by-products eliminating the possibility excess waste. The ability to use all part of the coffee bean helps to create better composting and gardening option for the professional and/or casual user. As system geared toward managing this unused coffee by-product, as well as other possible coffee waste, it will be important to distribute it from the coffee roasters to the various venues that will benefit from this aromatic excess. The target audience varies, but it will be centered on the coffee and gardening industries. They are Coffee Roasters, Farmers, Gardeners, and Cafes. These members have a direct relationship to the usage or removal of chaff. PERSONA Joanie is a local hardware and gardening shop owner. She is 62 years old and has owned her business for the past 20 years. Her passion for gardening and knowledge of hardware supplies make Joanie a community influencer. Not only is she a shop owner but she gardening at her home. Her home has a lot of property consisting of a large yard and a sizable front lawn. She self-maintains not only her lawn, but also all of the flowers and vegetables that grows at particular times of the year.

As a gardener she is mainly concerned with the value and richness of her soil. Joanie knows that without rich soil her garden efforts would be in shambles. When she picks up mulch from various facilities in Savannah and supplements her soil with added nitrogen to enrich the mulch. The concept of green is not a fad for her, but a simpler way of living. Joanie understands that reusing her grass clipping creates a cycle that absorbs back into her soil creating a greener lawn. She uses scrapbook and old newspapers as a means to keep up her compost. Joanie also is a coffee drinker and knows the benefits that the coffee grounds add. They are rich in nitrogen and acid. Flowers like Azaleas, Hydrangeas and Roses love them. Coffee grounds at the base of plants keep pesky insects from eating the leafy greens of her plants and veggies. Joanie drives a minivan so she can transport supplies to and from her store. She also travels to many local nurseries for extra supplies or learning techniques to pass along to her customers. She is an avid TV watcher, but mainly of HGTV (Home & Gardening TV) and any other channels that will give her more tips to keep her garden growing. She also enjoys cooking for her family, always getting complements on the freshness of the vegetables she uses in her dishes. Joanie not only is a owner of the local gardening / hardware store, but she is a staple in the community, a good neighbor and an asset to her community. She looks for any way to help out, with students, tourists and customers. If by some chance she doesn’t know something she doesn’t hesitate to direct you to someone who does. Joanie’s main concern when it comes to gardening is to produce the best soil for the flowers and plants she grows. With in her shop she is very helping with new gardeners or seasoned veterans who want to get the most out of their gardens. Joanie’s personal at-

tention and gardening insight make customers flock to her for her knowledge and service.

discuss opportunities to continuing to move forward.

• Eliminate useless waste of this byproduct.

Phase 3 - Week 6 - 8 DESIGN OBJECTIVES Research and development. Then final mocks due toawareness client. • up Increase of chaff.

• Create a system of pick-up, distribution and delivery.

• Phase Describe multiple uses and nutrition 4 - the Week 9 beneﬁts

• Begin a new company to handle this system.

•

BUSINESS OBJECTIVES

Final execution due to client.

• Partner with local distribution centers and build brand awareness

Phase 5 - Week 10 Present final image of final packaging and/or concept

• Add a new supply chain to the coffee roasting process.

RESEARCH SOURCES What to Do With Coffee Bean Chaff Worm Facts

INESS OBJECTIVES

e useless waste of this byproduct.

a system of pick-up, distribution and

new company to handle this system.

with local distribution centers and and awareness

ew supply chain to the coffee roasting .

Y PROFILE

DESIGN OBJECTIVES • Increase awareness of chaff.

COMPANY PROFILE

Composting Savannah Food Co-op Coffee chaff coop litter

• Describe the multiple uses and Chaff Inc. (only a working title)nutrition will provide the necessary distribution channel to link beneﬁts

Give your garden a jolt with coffee grounds

existing coffee roaster/ cafes to local farmers, gardener and consumers. It will be the Organicdelivery Solutionand marketing to inform • primary focus at Chaff to establish a system ofAn pick-up, COMPANY PROFILE Transfair USAof chaff. business and customers of this new service and beneﬁts

CuptoCup.com Chaff Inc. (only a working title) will provide the necessary distribution channel to link existing TIMELINE INTERVIEWS coffee roaster/ cafes Phase 1 - week 3 to local farmers, gardener Philip, Perc coffee and consumers. It will be the primary focus at Present Target audience mood boards. Chaff to establish a system of pick-up, delivery James Spano, Cup-to-Cup Finalize understanding the relationship between all the state holders and ﬁnd out how and marketing to inform business and customGardening & Hardware much is produces andofhow much is Joanie, alreadyHome being distributed and by which ers of byproduct this new service and benefits chaff. Kristen Bell, Sentient Bean. means. TIMELINE Kelly, Savannah Urban Gardening Alliance

(only a working title) will provide the necessary distribution channel to link Phase - Week Phase 12- week 3 4-5 Elliot Smith, Harvest Lake Farms offee roaster/ cafes to local farmers, gardener and consumers. It will be the Present Target audienceproper mood boards. Finalize Continue to research avenues of distribution. Brainstorm branding cus at Chaff to establish a system of pick-up, delivery and marketing to inform Teri Schell, Forsyth farmers market understanding the relationship between all Present direction; discuss opportunities to continuing to move forward. and customers of this new service and beneﬁts of chaff. the state holders and find out how much byproduct is produces and how much is already

E week 3 arget audience mood boards.

Phase 3 - Week 6 - 8 being distributed and by which means. Research and development. Then ﬁnal mocks up due to client.

Phase 2 - Week 4 - 5 Continue research Phase 4 -toWeek 9 proper avenues of distribution. Brainstorm branding.and Present direction; nderstanding the relationship between all the state holders ﬁnd out how

roduct is produces and how much is already being distributed and by which

Week 4 - 5

SKETCH NOTES

SKETCH NOTES Questions and Interview with James from Cup-to-Cup

SKETCH NOTES Thinking about how the system works

SKETCH NOTES

Interview with Kristen from Sentient Bean

SKETCH NOTES Interview with Kelly Lockamy from Savannah Urban Gardening Alliance (SUGA)

SKETCH NOTES

SKETCH NOTES Interview with Scott Miller from Ogeechee River Coffee

SKETCH NOTES Ideas about names

SKETCH NOTES

IDEO CARDS Prof. Gave us random IDEO cards to help us gather more ethnographic research surrounding our idea and the people we interview. It was a great way to get at the meat of the problem and look at real ways to approach a successful solution.

SKETCH NOTES

46 46

M I N D M A P S / F LOW C H A RT S / T H O U G H T S

SKETCH NOTES

IDEO CARDS COMPETITIVE PRODUCT SURVEY The of business or system that I am thinking of creating has had some ideation in other areas but on a larger scale. What I propose is a ripple in a possible larger pool of sustainable local smallbusiness practices. The concept is not in ant real direct competition,but has either worked similarly in other places. stopwaste.org in conjunction with peerless coffee and tea have device a was to help eliminated and reuse their chaff waste. Equal exchange, a large direct trade coffee roaster has Local Savannah, GA roaster ogeechee river has maintained a sustainable practice since its inception. Hayden of Savannah coffee roasters, a large roaster in the area roasts and distributes almost 2000 lbs of coffee a week They reuse their chaff by either placement it out in the back of their faculty for a mulch and top coat for his personal and friends gardens. They do not throw away their chaff.

IDEO CARDS INTERVIEW W/ JOANIE OF UPTOWN GARDENING AND HARDWARE ( 509 BARNARD ST) What interested you about chaff? The composting part... Just seeing what it will do. I didn’t even know there was chaff.... from coffee beans. How would you go about getting the chaff? Go to the roaster and see what they are doing with it currently and if they are just throwing out, getting it from them. I will take them barrels to put it in. Do you mind going to pick it up yourself? Nope. Now if we were talking truckloads of it then that may be another issue. Would it be easy or hard to add to your normal route of supply pick-up? It would be a piece of cake. Do you know any other uses for chaff? What info would you pass on to your customers? No... I don’t even know what it looks like right now. I will figure it out once I get it and see what it does. What methods would you actually used to transfer from roaster to your shop? I am going to take a trash can to him so we do not take plastic bags. I thought we could also have them reuse their burlap coffee sacks as a way to transfer the chaff. Would you display it in the store and if yes how? I don’t know yet... Maybe in ziplock bags so people can see it and touch it. Would you think of any other ways to show because plastic bags are not biodegradable? Then they can bring back and reuse them. We will refill them for have the price. On tell people to bring in there own bags and we will use them. Because I still don’t know how fine it is right now. Based on some icon of what can be done with chaff how would you pass that info along to you customers? Word of mouth. Because not everybody Is going to be interested. Very a few people are going to be interested to start off. Because organic gardening is just now getting going ... Ya know, people are getting in to it more now then they ever have. There are a lot of people who still don’t get it. 50

Are most of your customer local or do they travel to get to you? They come on their bike, um... They will go as far as sandfly (near isle of hope, an area south east of downtown savannah. ) What are the benefits for your customer? I don’t not know since I have not gotten a chance to mess with it yet? Once I get some I can figure that out. Some of what it could be used for I would be able to figure out right away. Weather it would be mulch, wheatear it be spread down and something put on top of it, different things like that... I will be able to tell that pretty quickly. What are the definition of mulch and soil additive? Mulch is a top covering that you put over the dirt to retain moisture, to protect the roots of plants from heat.. Um, and it keep everything looking neat. It keeps e water from washing away in the rain, it just dresses up the whole garden area. Soil additive is.. If you’ve got real icky soil, e soil around hear if real sandy, then water just washes away. You could dump a 55 gallon barrel of water onto the ground and within in 15 min walk on it and you won’t squish away thing. So if you were to incorporate compost or petite moss or even this ... chaff, anything that help turn that soil from sandy nothing into something that can be useful and rich black and wormy soil. All that stuff will do it, it just takes time. So that is something you mix in.. Yeah ... As in composting as a green additive. These are the things that we can assume it will be used until we get my hand on it. What was you reaction to not getting the chaff when it wasn’t available? No big deal, the more you garden the more you learn patience.

STILL FRAMES Still frame taken from video the first time Joanie was able to touch and feel coffee chaff

While interviewing Joanie, I happened to have to chaff that I picked up from Perc and I was going to show in class. This was the first time she was able to actual see the product and begin to figure out its uses in her garden and for her customers. She was very intrigued and excited for this new and organic opportunity.

SKETCH NOTES Questions and thoughts from classmates.

SKETCH NOTES Interview with Hayden Bank of Savannah Coffee Roasters

SKETCH NOTES Ideas about system

SKETCH NOTES

New Supply Chain for Chaff. Instead of getting thrown away it can be used organically with a relationship between roaster and gardeners.

1. Coffee is roasted and excess husk (chaff) set aside for pickup 2. Chaff is picked up and store for distribution at Gardening shop/ Nursery. 3. Shop/ Nursery passes along chaff to its customers along with basic information. 4. Information maybe found on a website to learn proper use in soil or composts.

Branding The process it took to take the concept and system associated to the education and distribution of chaff. My ideas, names and iconography sketches help to create a brand from the research and ethnography.

M I N D M A P S / F LOW C H A RT S / T H O U G H T S Searching for a name for the new system I was creating began to be quite challenging. I first look into types of words and term that mean connection, flow or route. These term will help to establish a direction for which a name should go. I was so ficus on the fact that we are reusing the chaff that I thought I could use the prefix â&#x20AC;&#x153;REâ&#x20AC;? as the main part of my name.

SKETCH NOTES

The term REACH came about. I thought it was a good way to describe the action that was happening between these small business owners. But it could also be to generic and donâ&#x20AC;&#x2122;t describe the type of businesses involved.

SKETCH NOTES

The involvement of a coffee roaster and gardening shop led to the need to help understand what Reach was about and why is was beneficial. Reach/ the New system was about a new system of distribution and education of the customer who would use it.

M I N D M A P S / F LOW C H A RT S / T H O U G H T S IDEA FOR THE NEW SYSTEM NAME RE•A•CH REpurposed & Agricultural uses of CHaff The idea for the name REACH was to incorporate an anagram with a descriptive phrase that tell what actual happens with in this new system. This initial name for the system was a stretch. It was attempting to give a meaning to what the idea around chaff and what the system does.

B R A N D & N A M E V I SUA L R E S E A RC H

A look at brand name that use the term “REACH” and for that it have more of an outreach connotation.

Decided to look into another name that worked better, I began with the word grow because the “GR,” gardening and roasting in the name. It was my jumping off point. 63

CO LO R & T E XT U R A L R E S E A RC H

I also looking to color that associated both the gardening and coffee language. Also very important was material and texture to help this all feel real. Colors began to present themselves and brown, greens and red. Also the texture seems to be natural and organic in feel and aesthetic.

SKETCH NOTES

Figuring out all aspect of system. What should it be centered around. What is the process of distribution? What are the products? What are the display options? What is the tone / language? How will it education consumers? What is the adjust supply chain?

SKETCH NOTES

Brainstorming ideas for NEW system name. Grow = Gardener & Roasters Omitting Waste. This started to seem more along the line of the naming convention with I was looking into ... But just quiet there yet!

SKETCH NOTES

Knowing that my mark was going to start with a ‘g” I looked in to was of creating a “g” that was unique and incorporated a coffee bean and a leaf.

SKETCH NOTES

After a lot of back and forth between names: Reach, GROW, GROWN ... they all seemed very manufactured and did not have a natural feel to it. During a presentation in class, and after many attempts to explain my reasoning to my prior name, the idea of “Grounds” came about. It was thrown out there and it perfectly incorporates coffee and gardening. They both use the term “grounds” and I didn’t have to feel the need of making it into an acronym. It told the story on its own. Next pages will show some of the “g” sketch ideas and hand rendered type options. All this ideation to create a substantial mark.

SKETCH NOTES

LOCAL grounds

LOCAL

g ROWN Gardeners & Roasters O m it W a s t e N at u r a l l y

L O C A L g ROWN

EXCHANGE

G a r d e n e r s & R o a s t e r s O m it W a s t e N at u r a l l y

touch it. smell it. use it.

LOCAL EXCHANGE

P O ST E R E X P LO R AT I O N S

F I N A L M A R K FO R SY ST E M

Finalizing logo idea for the local grounds mark. Starting with a based type and then re-working it.

B OX CO N ST RU CT I O N

F I N A L D I S P L AY S H OT S