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CONTENTS A STARTING POINT
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THE ISSUE WHO’S DRINKING? DRINKERS DON’T KNOW WHAT COFFEE DRINKERS NEED TO KNOW? WHERE IT STARTS?
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PROJECT DEVELOPMENT RESEARCHES INTERVIEWS
FIVE KEY INSIGHT FROM THE INTERVIEW RESOURCES
PROJECT IDENTITY IDENTITY DESCRIPTION LOGO ANATOMY SIGNATURE FORMATS SIZING USE OF COLOR COLOR SYSTEM INCORRECT LOGO USE IDENTITY TYPEFACES USE OF TYPE IDENTITY
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THE PROJECT
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OVERVIEW WEBSITE VIDEO THE ISSUE POSTER THE COFFEE GUIDE INFORMATION PIECE TWO BOOKS ECO BREW COFFEE TRUCK CERTIFICATIONS GUIDE COFEEE FINDER APPLICATION COFFEE FARMS TOUR
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“
WE GENERATE OUR ENVIRONMENT. WE GET EXACTLY WHAT WE DESERVE. HOW CAN WE RESENT A LIFE WE’VE CREATED OURSELVES? WHO’S TO BLAME, WHO’S TO CREDIT BUT US? WHO CAN CHANGE IT, ANYTIME WE WISH, BUT US?
”
— RICHARD BACH
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A STARTING POINT
ONE CUP OF MONOCULTURE SUN GROWN COFFEE DESTORYS
2.336 SQUARE FEET
OF RAINFORESTS
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THE ISSUE THE STORY ABOUT DEFORESTATION IN COFFEE FARMS
DEFORESTATION IN MONOCULTURE SUN GROWN COFFEE FARMS As the coffee consumption trend getting higher and higher year by year, farmers were encouraged to replace traditional shade grown coffee with sun cultivation in order to increase the yield of their coffee in order to meet the demand. However, this kind of cultivation needs large inputs of fertilizer, pesticides. And the deforestation necessary for cultivation has lead to a series of environmental problems including are biodiversity extinction, soil erosion, water pollution and climate change.
HIGH COFFEE CONSUMPTION IN U.S The United States is the largest coffee consumption country, accounting for 25% of the world total coffee consumption. 54% of Americans over the age of 18 drink coffee everyday. In addition, the U.S. spends 40 billion on coffee each year. (Harvard School of Public Health) Coffee becomes an important daily product in U.S, however, the highest coffee consumption, the more forest to be cut.
LACK OF UNDERSTANDING OF SUSTAINABLE SHADE GROWN COFFEE Sustainable shade grown coffee is the coffee that offers the potential to secure long term availability of a quality coffee produced economically while improving both the world’s environment and social conditions. Unlike monoculture coffee farms, sustainable shade grown coffee grows in a combination of native forest trees, which is eco-friendly to the forest and maintaining biodiversity. Even though sustainable shade grown coffee can be the solution to the issue, it is sharing a small market in the world. The review reports that as of 2009, there was 457,756 metric tons of sustainable shade grown coffee sold in the world, or about 8% of global exports. The document goes on to note, however, that the supply of sustainable shade grown coffee is actually 17% of global production (1,243,257 metric tons).
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US COFFEE CONSUMPTION
THE UNITED STATES ACCOUNTS FOR
25%
OF THE WORLD’S TOTAL COFFEE CONSUMPTION
400 MILLION
156 MILLION AMERICANS
CUPS PER DAY
146 BILLION
DRINK COFFEE EVERYDAY
CUPS PER DAY
3.1 CUPS PER DAY
9oz
9oz
PER CUP
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SUSTAINABLE SHADE GROWN COFFEE FARMS IS MUCH MORE ECO-FRIENDLY TO THE WORLD’S ENVIRONMENT
100%
100%
30% 5% DEFORESTATION
INPUT OF AGROCHEMICALS
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150
20
3375
99 BIRD SPECIES PER FARM
CARBON CAPTURE
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SUSTAINABLE SHADE GROWN COFFEE FARMS CAPTURE 3375 METRIC TONS WHEN PRODUCE 1000 KILOGRAMS COFFEE, MONOCULTURE SUN GROWN COFFEE FARMS CAPTURE 99 ME TR I C TO NS W H E N PR O DUCE 1000 KILOGRAMS COFFEE.
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WHO’S DRINKING? 1
SURVEY: AMERICANS COFFEE HABIT I also get the useful survey from National Coffee Drinking Trends 2010, National Coffee Association, trying to understand more about Americans coffee habit.
WHEN PEOPLE DRINK COFFEE? WITH BREAKFAST
65%
IN BETWEEN MEALS WITH MEALS OTHER THAN BREAKFAST
30% 5%
HOW MUCH DO THEY SPEND? ESPRESSO BASED
$2.45
BREWED CUP OF COFFEE
$1.38
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DRINKERS DON’T KNOW 2
SURVEY: PEOPLE’S ATTITUDE TOWARDS SUSTAINABLE SHADE GROWN COFFEE. PURPOSE Graphic design is a business of communication, so the thing that I care about the most is what people think and how they behave. Through this survey, I try to figure out what are the considerations when coffee consumers shopping for their coffee, how much they know about sustainable shade grown coffee, how many of them are not and why; if they are interesting in sustainable shade grown coffee, which part of the information do they most interesting, what do they think the best way to get this information. CONDUCT In the beginning of the project, I tried to find stereotypes who could be my audiences. During the process of the project, I decided to enlarge the number of respondents, because the structure of our society is changing every day. I believe that I need to collect thoughts of different generations, and then I will be able to focus on the group who will have potential to make the change. I did this survey in the Union Square, financial district, mission street area, Daly City, and tried to find people of different ages to be my respondents. I do the survey in café during coffee break, so people have enough time to answer my question. I also make a small interview in grocery store. I introduced myself first, and asked them to fill out the questionnaire. Most people were really kind to help and talked about their attitudes about sustainable coffee.
THERE ARE 115 PEOPLE WHO ARE PARTICIPATED IN THE SURVEY!
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ABOUT AUDIENCES
HOW OLD ARE YOU? 18-24
10%
25-30
61.7%
31-39
25%
40-49
3.3%
50 +
1%
WHAT IS YOUR GENDER? MALE
40%
FEMALE
60%
WHAT’S YOUR OCCUPATION? STUDENT
30%
BUSINESSMAN
25%
STAY AT HOME MOM
5%
OTHER
40%
DO YOU DRINK COFFEE? YES
80%
NO
20%
WHAT IS THE HIGHEST LEVEL OF SCHOOL YOU HAVE COMPLETED OR THE HIGHEST DEGREE YOU HAVE RECEIVED? LESS THAN HIGH SCHOOL HIGH SCHOOL DEGREE OR EQUIVALENT (E.G., GED) SOME COLLEGE BUT NO DEGREE ASSOCIATE DEGREE
0% 1.7% 11.7% 1.7%
BACHELOR DEGREE
68.3%
GRADUATE DEGREE
16.7%
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BREAK DOWN THE RESULT
WHAT ARE THE CONSIDERATION WHEN YOU SHOPPING FOR COFFEE? (MULTIPLE CHOICE) PRICE
52%
TASTE
90%
OTHER
10%
HOW MUCH DO YOU CONCERN SUSTAINABLE PRODUCT? (FROM 1 TO 5) 1
5%
2
3%
3
80%
4
2%
5
10%
DO YOU KNOW WHAT IS SUSTAINABLE SHADE GROWN COFFEE? YES
30%
NO
70%
WHAT’S YOUR IMPRESSION OF SUSTAINABLE SHADE GROWN COFFEE? (MULTIPLE CHOICE) PRODUCE IN A WAY THAT KIND TO THE ENVIRONMENT AND COFFEE GROWERS
62.1%
MODEST HIGHER PRICE THAN OTHER COFFEE
46.6%
HIGH QUALITY COFFEE BEAN
24.1%
TASTE GOOD
19.0%
FAIR TRADE COFFEE
48.3%
ORGANIC COFFEE
53.4%
SHADE-GROWN BIRD FRIENDLY COFFEE
5.2%
UTZ, 4C ASSOCIATION COFFEE
3.4%
STARBUCKS, BLUEBOTTLE
20.7%
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WHAT KIND OF THE ENVIRONMENTAL PROBLEM WOULD BE IF YOU DON’T PURCHASE SUSTAINABLE COFFEE? (MULTIPLE CHOICE) DEFORESTATION
15%
HIGH INPUT OF PESTICIDES AND FERTILIZER
80%
OTHER
22%
HAVE YOU EVER PURCHASE SUSTAINABLE SHADE GROWN COFFEE? YES
35%
NO
65%
NO SO UNDERSTAND WHAT IS SUSTAINABLE SHADE GROWN COFFEE
IF NO, WHY? 45% 55%
DO NOT KNOW WHERE TO BUY IT HATE THE TASTE
0%
OTHER
5%
WHAT IS SUSTAINABLE SHADE GROWN COFFEE (BACKGROUND)
WHICH PART OF SUSTAINABLE COFFEE DO YOU MOSTLY WANT TO KNOW? 40%
DIFFERENCE SUSTAINABLE SHADE GROWN COFFEE CERTIFICATIONS COFFEE RETAILERS THAT SELL SUSTAINABLE SHADE GROWN COFFEE
10% 50%
HOW DO YOU NORMALLY OBTAIN YOUR INFORMATION?
ADS
25%
INTERNET
60%
TV
5%
GOVERNMENT
3%
OTHER
7%
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WHAT COFFEE DRINKERS NEED TO KNOW? AN ANALYSIS OF THE SURVEY
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We are taught to believe that a good cup of coffee should be taste good and with affordable price. However, after I read a lot of articles and magazine about coffee, knowing the issue about deforestation in coffee farms. I learned that a good cup of coffee should not just be taste good and affordable price, it also needs to be ethical to the world. I started with a survey to find out the factors that influence people when they purchase coffee and what is their attitude to sustainable shade grown coffee. And the result shows that there is a possibility of misunderstanding about sustainable shade grown coffee, because people know little about coffee production and not so sure what is sustainable shade grown coffee. It is just as I suspected. To achieve my goal of saving the forest in coffee farm, I do a lot of research on the product — sustainable shade grown coffee, hopefully can make more people understand it, purchase it, because the sustainable shade grown coffee not only has the same value to the other coffee, but also can save the forest in coffee farm, protect the ecological system.
E CO B R E W • SAVING TH E FOREST ONE BEAN AT A TIME
WHERE IT STARTS? The inspiration I got from life. They leads me to find the value of the project. I am an arid coffee drinker; coffee has become one of the important parts of my life. Moreover, I am also one of the people who care about organic food, recycling and composting. I had never heard about sustainable shade grown coffee until two years ago, when my friends gave me a bottle of organic ground coffee. After that time, I began researching the background of sustainable shade grown coffee. I am shocked by the huge environmental impact of destructive coffee agriculture practices. As to coffee consumers, we need to think about not just price or taste when choosing our favorite cup of coffee; we need to think about if it is environmentally friendly in order to buy the best cup of coffee.
THE ENVIRONMENT
THE COFFEE DRINKER
ME
OBJECTIVE ECO BREW PROJECT IS CREATED FOR RAISING THE AWARENESS ABOUT DEFORESTATION IN COFFEE FARMS, INCREASING SUSTAINABLE SHADE GROWN COFFEE CONSUMPTION IN THE UNITED STATES.
E CO B R E W • SAVING TH E FOREST ONE BEAN AT A TIME
“
GOD HAS CARED FOR THESE TREES, SAVED THEM FROM DROUGHT, DISEASE, AVALANCHES, AND A THOUSAND TEMPESTS AND FLOODS. BUT HE CANNOT SAVE THEM FROM FOOLS.
”
— JOHN MUIR
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PROJECT DEVELOPMENT
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RESEARCH
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INTERVIEWS PEOPLE’S CONFUSION AMONG THE SUSTAINABLE SHADE GROWN COFFEE.
PLACE: THE UNION SQUARE, FINANCIAL DISTRICT CAFE, DOWNTOWN SAN FRANCISCO, MISSION AREA TARGET: PEOPLE ARE DRINKING COFFEE. PEOPLE WITH PROFESSIONAL JOB. TIME: WEEKDAY NOON, WEEKEND AFTERNOON. AMOUNT: 20 PEOPLE
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FIVE KEY INSIGHTS FROM THE INTERVIEW
1
Most of the interviewees know little about the issue in coffee farms, even though some of them understand it, they don’t know how big the issue would be after deforestation. There is an opportunity to convey ecology information more conveniently and easily. EX: Put information in a small booklet.
2
Some people aware the issue in coffee farms, but they don’t know how to change if they don’t want to give up their coffee habit. There is an opportunity to promote sustainable shade grown coffee that not only provides the same values as other coffee, but also able to maintain the forest in coffee farms.
3
Some interviewees know what is sustainable shade grown coffee, but confuse about the differences between the eco certifications when they shopping. There is an opportunity to convey the information of eco certifications more conveniently and easily. EX: Put the information in a comparison chart, using QR quote to connect it.
4
Most of the interviewees care the taste most when they choose coffee. However, none of them know sustainable shade grown coffee bean tasted better than monoculture sun grown coffee bean, cause it need more time to be matured, so the bean will be more robust.
5
People are reluctant to change their flavor coffee brand.
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RESOURCES BYOND PRIMARY RESEARCH. SECONDARY RESEARCH USED FOR THIS PROJECT, INCLUDED MANY FORMS OF MEDIA.
PROFESSIONAL REPORTS SUSTAINABLE AGRICULTURE STANDARD ECOLOGICAL AND ECONOMIC SERVICES PROVIDED BY BIRDS ON JAMAICAN BLUE MOUNTAIN COFFEE FARMS STANDARDS AND SUSTAINABILITY IN THE COFFEE SECTOR BIOLOGICAL CONVERSATION SUSTAINABLE COFFEE CERTIFICATION AS A FOREST CONVERSATION POLICY IN MEXICO LUND UNIVERSITY REPORT: DEFORESTATION, COFFEE CULTIVATION, AND LAND DEGRADATION CONVERSATION OF BIODIVERSITY IN COFFEE AGROECOSYSTEMS: A TRI-TAXA COMPARISON IN SOUTHERN MEXICO SUSTAINABLE COFFEE CERTIFICATIONS A COMPARISON MATRIX – SCAA
BOOKS UNCOMMON GROUNDS GRAPHIC DESIGN THINKING: BEYOND BRAINSTORMING CONFRONTING THE COFFEE CRISIS MADE TO STICK ORGANIC COFFEE ZAG THE BRAND GAP
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WEBSITES http://www.coffeehabitat.com http://en.wikipedia.org/wiki/Sustainable_coffee http://www.rainforest-alliance.org/agriculture/crops/coffee http://www.coffeeresearch.org/politics/sustainability.htm http://www.nature.org/greenliving/gogreen/everydayenvironmentalist/buy-sustainable-coffee.xml http://www.sustainablecoffeeproject.com/ http://www.foodnutritionscience.com/index.cfm/do/monsanto. article/articleId/79.cfm http://faculty.ncwc.edu/mbrooks/pif/Fact%20Sheets/shade.htm http://www.ecomall.com/greenshopping/shadegrown.htm http://www.ico.org/ http://www.fairtradeusa.org/products-partners/coffee http://www.4c-coffeeassociation.org/ http://www.rainforest-alliance.org/agriculture/crops/coffee http://www.utzcertified.org/products/coffee http://nationalzoo.si.edu/scbi/migratorybirds/coffee/default.cfm http://www.goldenvalleyfarms.com/ http://www.groundsforchange.com/learn/shadegrown.php http://www.scaa.org/ http://heinebroscoffee.com/shade-grown-coffee/ http://www.anapsid.org/suncoffee.html http://www.scscertified.com/retail/rss_starbucks.php http://sustainablecoffee.com/
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“
WHEN WE TRY TO PICK OUT ANYTHING BY ITSELF, WE FIND IT HITCHED TO EVERYTHING ELSE IN THE UNIVERSE.
”
— JOHN MUIR
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PROJECT IDENTITY
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IDENTITY DESCRIPTION People drink a lot of coffee everyday, but know little about the issue happen in coffee cultivation and the benefit of purchasing sustainable shade grown coffee. Eco Brew Project aims to raise the awareness about deforestation in coffee farms, increasing sustainable shade grown coffee consumption in the United States. The shape of the logo is a coffee bean inside a circle, the circle represents the earth. I want to make people to feel this is the world’s bean, good to people, good to the earth. The basic color of this logo is dark brown, which relate to coffee.
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LOGO ANATOMY The Eco Brew Project signature system is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity. 3X
X
2 .3X X
THE ARE TWO COM PONENTS TO THE LOG O: • THE COFFEE BEAN IN CIRCLE SYMBOL • THE ECO BREW PROJECT WORD M ARK THE M INIM UM REQUIRED CLEAR SPACE IS 1 D ISTAN CE S OF “X ” S U R ROU N D I N G E AC H S I D E O F T H E S I G N AT U R E . A L L OW A D D IT I O N A L CLEAR SPACE BETWEEN THE SIGNAT U RE AN D AN Y OTH E R ADJACE N T E L E M E N T S I N T H E L AYOUT ( T Y P E , I L L U S T R AT I O N S, P H OTO S, ET C . )
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SIGNATURE FORMATS There are three official formats for the Eco Brew Project logo. One primary format (A) with two secondary formats (B, C). Both the “Eco Brew” layout in horizontal (B) and the logo without word mark (C), can be used on letterhead, memos, envelopes and website. The primary logo, the logo symbol with the “Eco Brew” layout in vertical (A) can be used for all other print materials. Any other application requiring an alternate size should be reviewed by corporate community. A
C
B
THE PRIM ARY FORM AT S HOU LD BE U S E D M OST OFTE N . HOW E V E R, WHEN THE LOGO N E E D TO LAYOUT W ITH OTH E R TE X T, W E ALWAYS U S E VERSION (B) FOR ALTE RN ATIV E .
E CO B R E W • SAVING TH E FOREST ONE BEAN AT A TIME
SIZING There are three standard sizes for the Eco Brew Project signature. Primary Logo: The Standard size logo (A), to be used on the face of high-level collateral (brochures and folders); and a thumbnail version (B), for use on smaller collateral such as a Business card or for use with an address line.
SIGNATURE (A)
S IG N ATU RE (B )
STANDARD SIZE (10 0%) H: 38M M W: 25M M
TH U M BN AIL S IZE (10 0% ) H : 23M M W: 15M M
H: 16M M W: 16M M
H : 10M M W: 10M M
DUE TO LIMITATIONS OF SIZE OR MEDIA, CERTAIN SITUATIONS MIGHT PREVENT THE USE OF THE SIGNATURE (A) E N TIRE LY — IN TH E S E S ITU ATIONS, THE PRIM ARY LOGO ALWAYS BE U S E D. M INIM UM SIZE REFERS TO THE SM ALLE ST D IM E N S ION S ALLOW E D F O R B R A N D M A R K V E R S I O N S . I T I S S TAT E D A S A M I N I M U M W I D T H . M I N I M U M S I Z E S F O R E AC H O F T H E B R A N D M A R K V E RS I O N S A R E SHOWED ON THE GRAPHICS.
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USE OF COLOR The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Eco Brew Project logo or a signature. The preferred form of the Eco Brew Project signatures is dark brown color on a white background. Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the signature and the preferred color application of the signature.
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COLOR SYSTEM Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Eco Brew Project. There are one approved color palette: They are based on the Pantone Matching System®. If Pantone® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the Pantone® color formula guide should be used for matching Pantone® and CMYK color values.
PM S: 1555 C: 0 M : 2 Y: 16 K: 0 R: 255 G: 245 B: 217
P M S : 419 C: 53 M : 71 Y: 78 K : 75 R: 50 G : 29 B: 16
PM S: 144 C: 0 M : 34 Y: 86 K: 0
P M S : 326 C: 57 M : 0 Y: 22 K: 0
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INCORRECT LOGO USE An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Eco Brew Project symbol, logotype and signature.
OUTLINE
MIX E D COLOR
D ROP S H ADOW
C HANGE POSITION
STRETCH
G RAD IE N T
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IDENTITY TYPEFACES UNIVERS LIGHT a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 BOLD CONDENSED a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 LIGHT CONDENSED a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 LIGHT ULTRA CONDENSED a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 EXTRA BLACK a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
SERIFA LIGHT a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
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USE OF TYPE Use of appropriate type styles and sizes is critical to readability and uniformity. As a general rule, a serif face (Universal Light, for example) is more readable in large blocks of text. A serif face (Serifa for example) is highly appropriate for headlines, subheads and other applications that contrast with body copy. The minimum type size for body copy in publications is 7.5 point.
3 6 / 34 U N IV E RS E X TR A B L AC K AS H E AD IN G
ISSUE THE STORY ABOUT DEFORESTATION IN COFFEE FARMS
14 / 13 S E R IFA L IG HT AS S U B -H E A D IN G
7. 5 / 12 U N IV E RS L I GHT AS B O DY COPY 6 / 7.2 U N IV E RS LIG HT AS B O DY C OP Y
DEFORESTATION IN MONOCULTURE SUN GROWN COFFE FARMS As the coffee consumption trend getting higher and higher year by year, farmers were encouraged to replace traditional shade grown coffee with sun cultivation in order to increase the yield of their coffee in order to meet the demand. However, this kind
E CO B R E W • SAVING TH E FOREST ONE BEAN AT A TIME
IDENTITY COLLATERAL
EVA CHAN GRAPHI C DESI GNER
eva_chanyuan@yahoo.com 415-987-8893 w w w. ecobrewcoffee . c o m
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EVA CHAN GRAPHI C DESI GNER
eva_chanyuan@yahoo.com 415-987-8893 w w w. ecobrewcoffee . com
EVA CHAN GR AP HI C DE S I GNE R
1001 PI NE ST R E E T CA 94109
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“
NEVER DOUBT THAT A SMALL GROUP OF THOUGHTFUL COMMITTED CITIZENS CAN CHANGE THE WORLD; INDEED, IT’S THE ONLY THING THAT EVER HAS.
”
— MARGARET MEAD
04
THE PROJECT
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ECO BREW PROJECT
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PROJECT OVERVIEW People consume a great amount of coffee every year. Most of the coffee we drink today are coming from the coffee farms that cause deforestation. The problem behind deforestation cannot be ignored. It leads to large input of pesticides and fertilizer, climate change, soil erosion, water pollution and biodiversity extinction. These problems are not just affects coffee production areas, it affects all over the world. All coffee consumers have responsibility to change it. Eco Brew Project is aim to raise coffee consumers’ awareness about the issue of deforestation in coffee farm through brochures, postcards, web site, video, print materials, shopping guideline, and so on. We encourage coffee consumers, retailers to purchase sustainable shade grown coffee replace to non-sustainable coffee, in order to maintain the world’s environment, at the same time, also able to enjoy to a good cup of coffee. All the information I provide is base on creditable resources. The program brings several important benefits. People can be taught about the problems that they may encounter in the future. First of all, they will have a clear understanding about the issue — deforestation in monoculture sun grown coffee farms. Knowing the problems behind deforestation and how them affect all of us, arouse coffee consumers to change. Moreover, we also provide another coffee choice — sustainable shade grown coffee for replacement. Coffee consumers purchases sustainable shade grown coffee not only can maintain the world’s environment, but also can enjoy high quality coffee. Because sustainable shade grown coffee bean needs more time to be mature, so the flavor of them will be more robust. Eco Brew Project concerns issue from world’s environment to creating a better coffee habit; we offer sustainable shade grown coffee alternative choice to create a much better world.
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PROJECT OVERVIEW WHY DOES SUSTAINABLE SHADE GROWN COFFEE MATTER? Recent researches have showed that more and more coffee farms has more and more forest are cleared for coffee growing. Over 2.5 million acres of forests in Central America were destroyed to make way for monocultures of sun grown coffee. Of the permanent cropland planted in coffee, the amount under modern, reduced-shade coffee systems ranges from 17% in Mexico to 40% in Costa Rica and 69% in Colombia. Deforestation is one of the most important reasons increase climate change. Eduardo Assad of the Brazilian Agricultural Research Corp. Says warm temperatures can cause coffee to flower early, reducing productivity. Coffee production is in dangerous.
SHADE COFFEE SYSTEM REDUCED IN MEXICO, COSTA RICA, COLOMBIA
17%
IN MEXICO
40%
COSTA RICA
In contrast, after oil, coffee is the highest-valued (legal) commodity traded from the developing world. In U.S, coffee is an important daily consumption. Therefore, we offer sustainable shade grown coffee, not only can content coffee drinkers — a cup of wake up drink with good taste; but also can maintain the forest, making our world’s environment and coffee production sustainability.
69%
IN COLOMBIA
TARGET AUDIENCE • Coffee consumer • 25-39 • Bachelor’s or higher education degree • Middle Class life-style • Want environment protection to be easy • Lack knowledge about environmental issues, but engager to learn • Don’t necessary buy a lot of great product, though may like to “be seen” in whole foods to enhances to their image. • Like nature. First, young adult has great impact on the trend of coffee industry, because the consumption of them represents the future growth. Secondly, people need to pay premium price on sustainable coffee, middle class public would more willing to afford it. Thirdly, people who care health-life style or social issue would interested on this product.
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PROJECT OVERVIEW STAKEHOLDERS Coffee Consumers, Coffee Retailers, Coffee Growers, Coffee Consumption Country, Coffee Production Country, World Environmental Organization, Sustainable Coffee Organizations, Specialty Coffee Association of America, National Coffee Organization.
FOCUS There are several strategies for raising public awareness of deforestation in coffee farms in the United States and to encourage the general public in purchasing sustainable coffee: • By uncovering the issue about deforestation in monoculture sun grown coffee farms • By providing the alternative coffee choice — sustainable shade grown coffee • By presenting latest research results • By providing the comparison of the differences among sustainable shade grown coffee certifications.
KEY MESSAGE FOR AUDIENCE OVERALL MESSAGE We want to make people understand the negative impact from monoculture sun grown coffee production, and educate them about the benefit of sustainable shade grown coffee, encourage them to purchase sustainable shade grown coffee; in order to maintain the world’s environment and improve the quality of our cups of coffee. SPECIFIC MASSAGE CONSIDERATION SOCIETAL IMPACTS By introducing the coffee production in monoculture sun grown coffee farms, the public will understand that monoculture sun grown coffee cultivation will increase deforestation, which lead to large input of pesticide and fertilizer, biodiversity extinction, water pollution, soil erosion and climate change. BEHAVIORAL IMPACTS We can introduce another alternative coffee choice — sustainable shade grown coffee that not only able to maintain the world’s environment, but also increase the quality of our cups of coffee.
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SUCCESS METRICS 1. Save the forest in coffee farms. 2. Increase the awareness of deforestation in monoculture sun grown coffee farms. 3. Increase the understanding of sustainable shade grown coffee. 4. Increase the consumption of sustainable shade grown coffee.
CHALLENGES Important challenges to consider: How to change the general public’s deep-rooted impression about their flavor coffee brands and convey the idea that many of their flavor coffee brands brew their coffee beans that are coming from monoculture sun grown coffee farms, which lead to deforestation. How to make public to more consider our world’s environment when they enjoy their cups of coffee. 1. Lack of coffee retailers willing to support this concept; because most of them still import coffee from monoculture sun grown coffee farms. 2. Awareness of environmental protection stills not a common concept in public. 3. Difficulty in encouraging and realizing changes to buying habits. In the future, it will introduce a school program to educate students in high school the right attitudes and behaviors toward choosing coffee.
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PROJECT DELIVERABLES
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WHAT ECO BREW PROJECT DOES
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ECO BREW: WEBSITE The website is designing to introduce the entire project—issue, solution and you can do with Eco Brew Project. The entire project materials are published on a website, because the Internet is the most readily accessible media for people to gain knowledge from nowadays. The website will divide into 5 parts of what is the issue, what is the solution, what can be done, about and contact. From this website, coffee consumers not only have a general understanding about deforestation in monoculture sun grown coffee farm, but also can download the application, video and some print material for getting more information.
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WHAT IS THE ISSUE
WHAT IS THE SOLUTION
WHAT CAN BE DONE
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5 STEPS YOU CAN TAKE WITH ECO BREW
EACH CUP MATTERS SUSTAINABLE SHADE GROWN COFFEE www. ecobrew .com
ABOUT
CONTACT
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WHAT IS THE ISSUE
SAVE THE FOREST
WHAT IS THE SOLUTION
MAINTAIN THE ENVIRONMENT
WHAT CAN BE DONE
ABOUT
CONTACT
IMPROVE THE BEVERAGE QUALITY OF COFFEE
SOLUTION FOREST MAINTAIN THE ENVIRONMENT In study after study, habitat on shade-grown coffee farms outshone sun-grown coffee farms with increased numbers and species of birds as well as and improved bird habitat, soil protec-
tion/erosion control, carbon sequestration, natural pest control and improved pollination. While sun-grown systems can have higher yields, the shaded farms easily outperform them in sustain-
ability measurements with the trees providing an array of ecological services that offer both direct and indirect "income/payback" to farmers and the environment. ICON KEYS
MAINTAIN THE ENVIRONMENT
MAINTAIN FOREST
SUPPORT BIODIVERSITY
MAINTAIN SOIL QUALITY
MAINTAIN WATER QUALITY
CARBON SEQUESTRATION
INCREASE POLLICATION
CONTROL PEST
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ECO BREW: VIDEO The Video is made for helping audiences to understand the subject easily. SCRIPT There is a crisis in the world, and the crisis comes from your cup of sun grown coffee. In the beginning, coffee grew under trees. In the 1970’s, farmers were encouraged to replace traditional shade grown coffee with sun-cultivated coffee to increase the yield of their product. This led to serious deforestation. In sun grown coffee systems, there is little or no canopy cover and coffee trees are planted at high densities. Compared to coffee grown under trees, sun-cultivated coffee: • Destroys 2.336 square feet of rainforests by producing one cup of coffee. • Ranks coffee in the top three most he avily pesticide sprayed crops in the world. • Releases 19 times more carbon than shade grown coffee. Now that you know about the problems of sun grown coffee, the solution is a simple as buying shade-grown sustainable coffee. Come learn how to start drinking sustainably today.
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ECO BREW: THE ISSUE POSTER The poster is designing to raise people’s awareness on the coffee issue by showing the facts in graphic presentation. The poster is designing to raise people’s awareness on the coffee issue by showing the facts in graphic presentation. They can be posted on Muni/Bart station, advertising sign on the road side and advertising on newspaper, magazine and eco-friendly grocery store, some restaurants and cafes that sell sustainable shade grown coffee.
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ECO BREW: THE COFFEE GUIDE INFORMATION PIECE This information piece is designing to introduce the entire project—issue, solution and what you can do with Eco Brew Project. This promotional piece is designing to introduce the entire project—issue, solution and what you can do with Eco Brew Project. In this promotion piece, coffee consumers can a general understanding about deforestation in monoculture sun grown coffee farms, the solution of drinking sustainable shade grown coffee and steps that coffee consumers can do with Eco Brew Project. This promotion piece will be provided in Eco Brew coffee truck, eco-friendly grocery store, some restaurants and cafes that sell sustainable shade grown coffee.
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5 STEPS THAT COFFEE DRINKERS CAN TAKE WITH ECO BREW PROJECT
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GET MORE INFORMATION:: TWO BOOKS These two books is designing to provide coffee consumers detail information about the issue and the solution. They are the main print deliverable, designing for making coffee consumers have a deep understand on deforestation in monoculture sun grown coffee farms and the solution of drinking sustainable shade grown coffee. These two books will be sold in Eco Brew coffee truck, bookstore and mail to the coffee retailers who are interesting in selling sustainable shade grown coffee. THE ISSUE — DEFORESTATION IN MONOCULTURE SUN GROWN COFFEE FARMS People drink a lot of coffee ever y day, knowing how to brew an amazing cup of coffee, but know little about the issued in coffee farm. This brochure would provide the information about monoculture sun grown coffee farming, why many coffee growers clear out the forest for coffee growing and what are result after deforestation. THE SOLUTION — SUSTAINABLE SHADE GROWN COFFEE FARMS SAVE THE FOREST As a coffee consumer, we should do something to change after we know the issue from the first brochure. This brochure will provide the alternative coffee choice — sustainable shade grown coffee for coffee consumer. From this brochure, coffee consumer can understand what is sustainable coffee, how environmental friendly its production is and what the result would be after saving the forest. In addition, this brochure also will provide information about how to define sustainable shade grown coffee.
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TASTE SUSTAINABLE SHADE GROWN COFFEE: ECO BREW COFFEE TRUCK The Eco Brew Project coffee truck is designing to providing a chance for people to taste sustainable shade grown coffee. San Francisco would be the first city to promote, because San Francisco is one of the largest coffee consumption city in the US, moreover, eco products promotion are more mature when compare with other cities in US. People can download the schedule from Eco Brew website. mation about how to define sustainable shade grown coffee.
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EACH CUP MATTERS SUSTAINABLE SHADE GROWN COFFEE
www.
ecobrew . com
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ECO BREW COFFEE TRUCK: EACH CUP MATTERS POSTERS These posters are designing to promote the Eco Brew Project coffee truck by showing the benefit of drinking sustainable shade grown coffee. They will be promote in Muni/Bart station, advertising sign on the road side, Eco Brew coffee truck, advertising on newspaper and magazine Posters are graphic presentations to illustrate facts about deforestation on coffee farm and the benefit of drinking sustainable coffee.
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ECO BREW COFFEE TRUCK: SUSTAINABLE SHADE GROWN COFFEE SAMPLE These coffee sample used to promote sustainable shade grown coffee. It is free, and provide a chance for people to brew their cups of sustainable shade grown coffee at home.
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ECO BREW COFFEE TRUCK: POSTCARD These postcards also use to promote sustainable shade grown coffee, by showing the facts about the benefit of drinking sutainable shade grown coffee,
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ECO BREW COFFEE TRUCK: THE APRON AND REUSABLE BAG These products are designing to promote sustainable shade grown coffee. They will be sell in Eco Brew coffee truck.
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DEFINE SUSTAINABLE SHADE GROWN COFFEE: CERTIFICATIONS GUIDE It is designing for helping coffee consumers to define the difference between sustainable shade grown coffee certifications. Eco Brew Project provides QR code that connect to the webpage of certification guide that help people to define different sustainable shade grown coffee certifications. For the coffee consumers who are not able to connect to wifi immediacy when they shopping, Eco Brew Project also provide the information on paper format. The certification guide will promote in Eco Brew coffee truck, eco-friendly grocery stores, and some restaurants and cafe that sold sustainable shade grown coffee.
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PURCHASE SUSTAINABLE SHADE GROWN COFFEE: COFFEE FINDER APPLICATION This Application is designing to help coffee consumers to find where to purchase sustainable shade grown coffee. When I doing my interview, many people asked, “How can I purchase sustainable coffee?” This application is designing to help people to find out the sustainable shade grown coffee in both roaster and café, which are nearby their current locations. Coffee consumer also can provide ratting and review on the café or coffee roaster. This application can be download in Eco Brew Project website.
4 FAVORITES BLUE BOTTLE CAFE
FERRY BUILDING, STORE #7
94105
SAN FRANCISCO
0.1 MILE
BLUE BOTTLE CAFE
0.3 MILE
THE PLANT CAFE ORGANIC
0.9 MILE
STARBUCKS
1.1 MILE
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S A V I N G T H E F OR E S T ON E BE AN AT A T I ME
COFFEE FINDER SUSTAINABLE SHADE GROWN COFFEE IN SAN FRANCISCO
CAFE ROASTERIES
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GO TO SOURCES: COFFEE FARMS TOUR Eco Brew Project provides the web links for people who are interested in visit sustainable shade grown coffee farms. Encouraging coffee consumers travel to origin, know more about sustainable shade grown coffee. All the web link will provide on the Eco Brew Project webpage.
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WHAT IS THE ISSUE
WHAT IS THE SOLUTION
WHAT CAN BE DONE
ABOUT
CONTACT
1 2 3 4 5
ECO BREW GO TO SOURCES Eco brew provides wed link for people who are interested in visiting sustainable shade grown coffee farms. Encouraging coffee consumers travel to origin, know more about the benefit
READ MORE PREVIEW
ECO BREW
TOUR A FARM
REFERENCE FOR COFFEE FARMS TOUR
M ORGA IS
FARM IC N
O-TOU R EC
of the environment that sustainable coffee farming provides.
TOUR AND WORK ON A FARM
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