Ecobrew proposal

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Sustainable Coffee Graphic Design Midpoint Review Eva Chan # 02884810

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Sustainable Coffee Graphic Design Midpoint Review Eva Chan # 02884810

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Sustainable Coffee Graphic Design Midpoint Review Eva Chan # 02884810

One Cup of Monoculture Coffee Destroys 2.336 Square Feet Rainforest

2.336Â feet

2.336 feet

1:12

Rainforest

2 | 3

One Cup of Monoculture Coffee Destroys 2.336 Square Feet Rainforest

2.336Â feet

2.336 feet

1:12

Rainforest

2 | 3

Table of Contents

• Proposal

• Abstract

• Profile

Introduction

6

Mission

22

Statement of Interests

34

Background

10

Target Audiences

24

Autobiography

36

Problem

16

Deliverables

26

Studio Works

40

Organizations

30

Timeline

32

4 | 5

Table of Contents

• Proposal

• Abstract

• Profile

Introduction

6

Mission

22

Statement of Interests

34

Background

10

Target Audiences

24

Autobiography

36

Problem

16

Deliverables

26

Studio Works

40

Organizations

30

Timeline

32

4 | 5

•

Abstract Introduction Modern methods of coffee cultivation have had a bad influence on the world’s environment. Sustainable coffee is coffee that is grown in a way that is both kind to environment and its growers. However, it accounts for just a small portion of the United States, coffee market because most Americans know little about its benefits.

Modern methods of coffee cultivation are always used in intense monoculture coffee farms. This kind of cultivation needs large inputs of fertilizer, pesticides. And the deforestation necessary for cultivation has created a series of environmental problems including are climate change, soil erosion, water pollution and biodiversity extinction.

Sustainable 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 coffee grows in a combination of native forest trees, which is eco-friendly to the forest and maintaining biodiversity. Moreover, it uses minimum pesticides and fertilizes, which has less impact on its growers and environment. Sustainable coffee represent high quality coffee beans, which taste much better. However, the term sustainable coffee can also represent shade grown bird friendly coffee, fair trade coffee and organic coffee. It is not an exact specification.

8 | 9 6 | 7

•

Abstract Introduction Modern methods of coffee cultivation have had a bad influence on the world’s environment. Sustainable coffee is coffee that is grown in a way that is both kind to environment and its growers. However, it accounts for just a small portion of the United States, coffee market because most Americans know little about its benefits.

Modern methods of coffee cultivation are always used in intense monoculture coffee farms. This kind of cultivation needs large inputs of fertilizer, pesticides. And the deforestation necessary for cultivation has created a series of environmental problems including are climate change, soil erosion, water pollution and biodiversity extinction.

Sustainable 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 coffee grows in a combination of native forest trees, which is eco-friendly to the forest and maintaining biodiversity. Moreover, it uses minimum pesticides and fertilizes, which has less impact on its growers and environment. Sustainable coffee represent high quality coffee beans, which taste much better. However, the term sustainable coffee can also represent shade grown bird friendly coffee, fair trade coffee and organic coffee. It is not an exact specification.

8 | 9 6 | 7

What is Sustainable Coffee Though there are six sustainable coffee certification, all of them have similar mission that improve the world’s environment.

Organic

UTZ Certified

Create a verified sustainable agriculture system that produces food in har-

UTZ CERTIFIED’s mission is to achieve sustainable agricultural supply

mony with nature, supports biodiversity and enhances soil health.

chains, where: Producers are professionals implementing good practices

Fair Trade Support a better life for farming families in the developing world through fair prices, access to the direct trade, community development and the environmental stewardship.

Rainforest Alliance Integrate biodiversity conservation, community development, workers’ rights and productive agricultural practices to ensure comprehensive sustainable farm management.

Smithsonian Bird Friendly

which enable better businesses, livelihoods and environments; The Food industry takes responsibility by demanding and rewarding sustainably grown products; Consumers buy products which meet their standard for social and environmental responsibility.

4C Common Code The 4C Association is an inclusive membership driven organization of coffee farmers, trade and industry and civil society. Members work jointly towards improving economic, social and environmental conditions through more sustainable and transparent practices for all who make a living in the coffee sector.

Conduct research and education around issues of neo-tropical migratory bird populations, promoting certified shade coffee as a viable supplemental habitat for birds and other organisms.

8 | 9

What is Sustainable Coffee Though there are six sustainable coffee certification, all of them have similar mission that improve the world’s environment.

Organic

UTZ Certified

Create a verified sustainable agriculture system that produces food in har-

UTZ CERTIFIED’s mission is to achieve sustainable agricultural supply

mony with nature, supports biodiversity and enhances soil health.

chains, where: Producers are professionals implementing good practices

Fair Trade Support a better life for farming families in the developing world through fair prices, access to the direct trade, community development and the environmental stewardship.

Rainforest Alliance Integrate biodiversity conservation, community development, workers’ rights and productive agricultural practices to ensure comprehensive sustainable farm management.

Smithsonian Bird Friendly

which enable better businesses, livelihoods and environments; The Food industry takes responsibility by demanding and rewarding sustainably grown products; Consumers buy products which meet their standard for social and environmental responsibility.

4C Common Code The 4C Association is an inclusive membership driven organization of coffee farmers, trade and industry and civil society. Members work jointly towards improving economic, social and environmental conditions through more sustainable and transparent practices for all who make a living in the coffee sector.

Conduct research and education around issues of neo-tropical migratory bird populations, promoting certified shade coffee as a viable supplemental habitat for birds and other organisms.

8 | 9

70% of the coffee in the United States comes from the coffee farms that have a bad influence on the world’s environments.

1 0 | 1 1

70% of the coffee in the United States comes from the coffee farms that have a bad influence on the world’s environments.

1 0 | 1 1

Sustainable Coffee Farms is Much More Eco-friendly to the World’s Environment Coffee ranks the top three most heavily pesticide sprayed crops in the world.

Bird Species (per farm)

60% of the coffee in the world is sprayed with potentially harmful pesticide.

Sustainable Coffee Farms are using systemic, organic pesticides and fertilizer, which has minimum effect on both the world’s environment and its growers.

Average 20 Species Average 150 Species

Tree Species

Average 26 Species Average 66 Species

Carbon Captured (when produce 1000 kilograms coffee)

99 Metric Tons 3375 Metric Tons

Pesticide & Fertilizer Use

100%

• Sustainable Coffee Farms • Monocultures Coffee Farms

0-5%

1 2 | 1 3

Sustainable Coffee Farms is Much More Eco-friendly to the World’s Environment Coffee ranks the top three most heavily pesticide sprayed crops in the world.

Bird Species (per farm)

60% of the coffee in the world is sprayed with potentially harmful pesticide.

Sustainable Coffee Farms are using systemic, organic pesticides and fertilizer, which has minimum effect on both the world’s environment and its growers.

Average 20 Species Average 150 Species

Tree Species

Average 26 Species Average 66 Species

Carbon Captured (when produce 1000 kilograms coffee)

99 Metric Tons 3375 Metric Tons

Pesticide & Fertilizer Use

100%

• Sustainable Coffee Farms • Monocultures Coffee Farms

0-5%

1 2 | 1 3

Coffee is grown in at least 16 of the 34 Most Biodiverse Regions Coffee crops cover more than 27 million acres of land in many of the world’s most biodiverse regions.

• Coffee Growing Regions • The Most Biodiverse Regions

1 4 | 1 5

Coffee is grown in at least 16 of the 34 Most Biodiverse Regions Coffee crops cover more than 27 million acres of land in many of the world’s most biodiverse regions.

• Coffee Growing Regions • The Most Biodiverse Regions

1 4 | 1 5

Problem Monoculture coffee cultivation destroys the environment yet sustainable

Labels Confusion

coffee has much less impact. Unfortunately, sustainable coffee accounts for

There are more than six certified sustainable coffee certification, Organic;

only a small portion of the total United States coffee market. Most US cof-

Fair trade; Shade grown Bird friendly; Rainforest Alliance; UTZ and 4C

fee consumers know little about sustainable coffee and the benefits of its

association. Consumers are usually confused about the differences between

cultivation. But that can be changed.

The sustainable coffee market has some big problems: weak promotion, label confusion and misunderstood certifications.

Weak Promotion The promotion of sustainable coffee is poor in the United States, which makes a great many of coffee consumers know little about sustainable coffee.

certifications. In addition, most of the consumers have no idea that sustainable coffee is certified. Some coffee brands provide “sustainable coffee” without certification or fake certification labels. Since consumers are not clear this part, some of them believe that the “sustainable coffee” they drink is fully sustainable coffee.

Misunderstood Certifications Some consumers always misunderstand that each certification just has one

Organization and Association

function; in fact all of them overlap in their certified. For example, 87% of

Though there are some coffee organizations and associations promote

fair trade certified coffee is also organic.

sustainable coffee, in my research, none of them are primarly focused on improving the world’s environment by encourage consumers to purchase sustainable coffee. Some of them with some connection of sustainable coffee marketing, production and distribution; some of them are focus on environmental issue, but they just have some focus on sustainable coffee; even though some of them with primarly focus on sustainable coffee, they just focus on one kind of sustainable coffee certification.

Coffee Brands Even though more and more coffee brands begining to sell sustainable coffee, coffee consumers still know little about sustainable coffee because most of the coffee brands are not communicating clear information to consumers.

1 6 | 1 7

Problem Monoculture coffee cultivation destroys the environment yet sustainable

Labels Confusion

coffee has much less impact. Unfortunately, sustainable coffee accounts for

There are more than six certified sustainable coffee certification, Organic;

only a small portion of the total United States coffee market. Most US cof-

Fair trade; Shade grown Bird friendly; Rainforest Alliance; UTZ and 4C

fee consumers know little about sustainable coffee and the benefits of its

association. Consumers are usually confused about the differences between

cultivation. But that can be changed.

The sustainable coffee market has some big problems: weak promotion, label confusion and misunderstood certifications.

Weak Promotion The promotion of sustainable coffee is poor in the United States, which makes a great many of coffee consumers know little about sustainable coffee.

certifications. In addition, most of the consumers have no idea that sustainable coffee is certified. Some coffee brands provide “sustainable coffee” without certification or fake certification labels. Since consumers are not clear this part, some of them believe that the “sustainable coffee” they drink is fully sustainable coffee.

Misunderstood Certifications Some consumers always misunderstand that each certification just has one

Organization and Association

function; in fact all of them overlap in their certified. For example, 87% of

Though there are some coffee organizations and associations promote

fair trade certified coffee is also organic.

sustainable coffee, in my research, none of them are primarly focused on improving the world’s environment by encourage consumers to purchase sustainable coffee. Some of them with some connection of sustainable coffee marketing, production and distribution; some of them are focus on environmental issue, but they just have some focus on sustainable coffee; even though some of them with primarly focus on sustainable coffee, they just focus on one kind of sustainable coffee certification.

Coffee Brands Even though more and more coffee brands begining to sell sustainable coffee, coffee consumers still know little about sustainable coffee because most of the coffee brands are not communicating clear information to consumers.

1 6 | 1 7

US Coffee Consumption The United States is the largest coffee consumption country. However, sustainable coffee accounts for only a small portion of the coffee market.

Sustainable coffee accounts for of the United States coffee market

US Coffee

Sustainable Coffee

Consumption

Consumption

25% of the world

8% (457,756)

coffee market

of the world coffee market

Day Consumption

Sustainable Coffee

400,000,000 cups

Production

in 2,250,000,000 cups

17% ( 1,243,257 )

of the world

of the world coffee market

16% Coffee Drinkers 156,000,000 in 308,745,538 population

• US Coffee Consumption • Sustainable Coffee Consumption

2009 US Coffee Market

1 8 | 1 9

US Coffee Consumption The United States is the largest coffee consumption country. However, sustainable coffee accounts for only a small portion of the coffee market.

Sustainable coffee accounts for of the United States coffee market

US Coffee

Sustainable Coffee

Consumption

Consumption

25% of the world

8% (457,756)

coffee market

of the world coffee market

Day Consumption

Sustainable Coffee

400,000,000 cups

Production

in 2,250,000,000 cups

17% ( 1,243,257 )

of the world

of the world coffee market

16% Coffee Drinkers 156,000,000 in 308,745,538 population

• US Coffee Consumption • Sustainable Coffee Consumption

2009 US Coffee Market

1 8 | 1 9

Major Brands Selling Sustainable Limit to Bay Area as an Example Though there are a lot of coffee brands selling sustainable coffee in the bay area, many coffee consumers still know little about the benefits of purchasing sustainable coffee.

Consumers Confustion

Brand Promotion Starbucks They are more emphasize their own certification C.A.F.E. Practices, in fact,

Starbucks is the

People who know Starbucks is selling sustainable coffee think that

C.A.F.E. Practices is not able to meet the standard of sustainable coffee.

most popular

all the coffee in Starbucks is sustainable. In addition, most of the

They didn’t explain the detail about the benefit to the world’s environment

coffee house

staff in Starbucks say that all the coffee they sell is fair trade. In

of purchasing sustainable coffee. There are some small fair trade posters in

in the United

fact, though the Starbucks is the largest fair trade coffee seller,

some of the Starbucks coffee shops. In addition, they also have small amount

States.

just 11% of their coffee is fair trade and 4% is organic, only a small amount of their coffee is Smithsonian bird friendly.

of information shows on their official website.

Peet’s Coffee and Tea They emphasize the coffee in their coffee shos are sustainable and high

Peet’s Coffee

Most of the people who know Peet’s sells sustainable coffee

quality by small brochures in coffee house and very small amount of infor-

and Tea is one

think that all the coffee they buy from Peet’s is sustainable. In

mation shows on their official website. However, they didn’t explain a lot

of the most

fact, the to go coffee that consumers buy from Peet’s is not sus-

about the benefit to the world’s environment and coffee growers of purchas-

popular coffee

tainable, unless they ask for it.

ing sustainable coffee.

brands in Bay

Blue Bottle Coffee Co

area.

Blue Bottle is a new coffee brand in the United States. Because of weak

Blue Bottle is

The entire coffee sell in Blue Bottle are certified USDA organic

promotion, even though it sell high quality sustainable coffee, it is not as

a coffee brand

and CCOF organic (CCOF is a USDA accredited organic certify-

popular as Starbucks, Peet’s Coffee and Tea.

that has a good

ing agency). However, just a small amount of people know about

reputation of

it and care about it.

high quality coffee, its coffee shops mainly locate in bay area.

2 0 | 2 1

Major Brands Selling Sustainable Limit to Bay Area as an Example Though there are a lot of coffee brands selling sustainable coffee in the bay area, many coffee consumers still know little about the benefits of purchasing sustainable coffee.

Consumers Confustion

Brand Promotion Starbucks They are more emphasize their own certification C.A.F.E. Practices, in fact,

Starbucks is the

People who know Starbucks is selling sustainable coffee think that

C.A.F.E. Practices is not able to meet the standard of sustainable coffee.

most popular

all the coffee in Starbucks is sustainable. In addition, most of the

They didn’t explain the detail about the benefit to the world’s environment

coffee house

staff in Starbucks say that all the coffee they sell is fair trade. In

of purchasing sustainable coffee. There are some small fair trade posters in

in the United

fact, though the Starbucks is the largest fair trade coffee seller,

some of the Starbucks coffee shops. In addition, they also have small amount

States.

just 11% of their coffee is fair trade and 4% is organic, only a small amount of their coffee is Smithsonian bird friendly.

of information shows on their official website.

Peet’s Coffee and Tea They emphasize the coffee in their coffee shos are sustainable and high

Peet’s Coffee

Most of the people who know Peet’s sells sustainable coffee

quality by small brochures in coffee house and very small amount of infor-

and Tea is one

think that all the coffee they buy from Peet’s is sustainable. In

mation shows on their official website. However, they didn’t explain a lot

of the most

fact, the to go coffee that consumers buy from Peet’s is not sus-

about the benefit to the world’s environment and coffee growers of purchas-

popular coffee

tainable, unless they ask for it.

ing sustainable coffee.

brands in Bay

Blue Bottle Coffee Co

area.

Blue Bottle is a new coffee brand in the United States. Because of weak

Blue Bottle is

The entire coffee sell in Blue Bottle are certified USDA organic

promotion, even though it sell high quality sustainable coffee, it is not as

a coffee brand

and CCOF organic (CCOF is a USDA accredited organic certify-

popular as Starbucks, Peet’s Coffee and Tea.

that has a good

ing agency). However, just a small amount of people know about

reputation of

it and care about it.

high quality coffee, its coffee shops mainly locate in bay area.

2 0 | 2 1

•

Proposal Mission The mission of my thesis is to encourage US coffee consumers to purchase sustainable coffee through creating a broad educational awareness campaign about the benefits of the world’s environment and its coffee growers; consumers can make change with every cup they drink.

2 26 | 2 37

•

Proposal Mission The mission of my thesis is to encourage US coffee consumers to purchase sustainable coffee through creating a broad educational awareness campaign about the benefits of the world’s environment and its coffee growers; consumers can make change with every cup they drink.

2 26 | 2 37

Target Audience • Primary Audience • Secondary Audience

Coffee drinkers People who would like to buy coffee beyond taste and price People who care about the related issues Organic products Sustainable farming Composting Recycling

2 4 | 2 5

Target Audience • Primary Audience • Secondary Audience

Coffee drinkers People who would like to buy coffee beyond taste and price People who care about the related issues Organic products Sustainable farming Composting Recycling

2 4 | 2 5

Deliverables Sustainable Coffee Consumers Organization

Labels Education

Sustainable Coffee Consumers Organization is created to show consumers

Supported by Sustainable Coffee Consumers Organization, the goal is to

the benefits to the planet, coffee growers and consumers of purchasing sus-

organize all the labels of sustainable coffee in a system. Analyzing different

tainable coffee. It is a non-profit organization that is located in San Francisco.

rules of different labels and how they are kind to the environment and its

That’s because San Francisco is one of the most popular coffee cities, it is

growers, which will help consumers to easily choose and identify sustainable coffee.

also an international city with people from many different countries, and people that live in San Francisco always care much more about eco-friendly products.

Exhibitions These exhibitions are supported by Sustainable Coffee Consumers Organi-

Sustainable Coffee Consumers Organization will collaborate with Organic

zation; they will be divided into three parts.

Consumers Association, sharing resources and members. The Organic Con-

Part I: Showing the value of purchasing sustainable coffee. It can be separated

sumers Association (OCA) is an online and grassroots non-profit public interest

into three sections, shade-grown coffee, fair trade coffee and organic coffee.

organization campaigning for health, justice, and sustainability. Moreover,

Consumers can gain a better understanding how sustainable coffee create

the OCA represents over 850,000 members, subscribers and volunteers, includ-

benefits to the environment and its growers. In addition, they can also realize

ing several thousand businesses in the natural foods and organic marketplace.

the difference between the six certifications, each focusing on different parts of sustainability and its definition. Part II: Showing how most of the coffee cultivation has a bad impact on the world’s environment. Part III: Coffee sampling,

collaborate with all coffee brands that sell sustainable coffee. Sustainable coffee also represents high quality coffee, which will attract coffee lovers’ interest.

Supermarket Small Exhibition: Collaborate with America’s health supermarkets, such as Whole Foods. Exhibition content: part I and part II. Online Web Gallery: Exhibition content: part I and part II. Main Exhibition: The main permanent exhibition will be held in the Academy of Science. Exhibition content: part I, part II, part III. Sustainable Coffee Shopping Center Sustainable coffee shopping center is the extension of this project, it also supported by Sustainable Coffee Consumers Organization. The sustainable coffee shopping center makes avilable all the sustainable coffee from different coffee brands, which provides more choices for consumers to choose their favorite sustainable coffee. All profits would be used to plant trees in coffee crops areas.

2 6 | 2 7

Deliverables Sustainable Coffee Consumers Organization

Labels Education

Sustainable Coffee Consumers Organization is created to show consumers

Supported by Sustainable Coffee Consumers Organization, the goal is to

the benefits to the planet, coffee growers and consumers of purchasing sus-

organize all the labels of sustainable coffee in a system. Analyzing different

tainable coffee. It is a non-profit organization that is located in San Francisco.

rules of different labels and how they are kind to the environment and its

That’s because San Francisco is one of the most popular coffee cities, it is

growers, which will help consumers to easily choose and identify sustainable coffee.

also an international city with people from many different countries, and people that live in San Francisco always care much more about eco-friendly products.

Exhibitions These exhibitions are supported by Sustainable Coffee Consumers Organi-

Sustainable Coffee Consumers Organization will collaborate with Organic

zation; they will be divided into three parts.

Consumers Association, sharing resources and members. The Organic Con-

Part I: Showing the value of purchasing sustainable coffee. It can be separated

sumers Association (OCA) is an online and grassroots non-profit public interest

into three sections, shade-grown coffee, fair trade coffee and organic coffee.

organization campaigning for health, justice, and sustainability. Moreover,

Consumers can gain a better understanding how sustainable coffee create

the OCA represents over 850,000 members, subscribers and volunteers, includ-

benefits to the environment and its growers. In addition, they can also realize

ing several thousand businesses in the natural foods and organic marketplace.

the difference between the six certifications, each focusing on different parts of sustainability and its definition. Part II: Showing how most of the coffee cultivation has a bad impact on the world’s environment. Part III: Coffee sampling,

collaborate with all coffee brands that sell sustainable coffee. Sustainable coffee also represents high quality coffee, which will attract coffee lovers’ interest.

Supermarket Small Exhibition: Collaborate with America’s health supermarkets, such as Whole Foods. Exhibition content: part I and part II. Online Web Gallery: Exhibition content: part I and part II. Main Exhibition: The main permanent exhibition will be held in the Academy of Science. Exhibition content: part I, part II, part III. Sustainable Coffee Shopping Center Sustainable coffee shopping center is the extension of this project, it also supported by Sustainable Coffee Consumers Organization. The sustainable coffee shopping center makes avilable all the sustainable coffee from different coffee brands, which provides more choices for consumers to choose their favorite sustainable coffee. All profits would be used to plant trees in coffee crops areas.

2 6 | 2 7

Deliverables Labels Education

Sustainable Coffee Consumers Organization

Exhibitions

Supermarket Small Exhibition Online Web Gallery Main Exhibition

Sustainable Coffee Shopping Center

Advertisements and Educational Design System

Branding Design System

Branding Design System Label Educational Design System

2 8 | 2 9

Deliverables Labels Education

Sustainable Coffee Consumers Organization

Exhibitions

Supermarket Small Exhibition Online Web Gallery Main Exhibition

Sustainable Coffee Shopping Center

Advertisements and Educational Design System

Branding Design System

Branding Design System Label Educational Design System

2 8 | 2 9

Organizations with Related Concerns In my research, I have found many organizations that have similar aims or crossover with my thesis, but none are primarly focused on improving the world’s environment by encourage consumers purchase sustainable coffee.

Their Primary Mission

Differences Between Our Mission

4C Association The 4C Association is aiming at creating a beneficial situation for coffee producers,

Though 4C Association with a primary focus on coffee cultivation

workers engaged in the coffee sector, rural communities, trade & industry, con-

and environmental effect, they are focusing on their own cetified

sumers and the environmental area. The 4C Association has a couple of events,

sustainable coffee. 4C Association is one of the six sustainable

on-line library and international media to promote their own certified sustainable

coffee certifications.

coffee. Even though they have provided a great deal of information on their website and hold a lot of events, many of the coffee consumers know little about this association, because it is hard to find out any information in public places.

Madison Environmental Group Madison Environmental Group is an interdisciplinary consulting firm assisting businesses and individuals with innovative resource and cost saving solutions which

Though the Madison Environmental Group is aim to improve the

contribute to a healthy community and environment. They have many projects

healthy community and environment and with some focus on envi-

and publications are focused on improving the environment and health commu-

ronmental issues of coffee cultivation, they are not primarly focus

nity. In addition, some of this projects and publication have kind of concern to the

on this problem.

environmental problems of coffee cultivation.

Specialty Coffee Association of America The Specialty Coffee Association of America (SCAA) is a civilian trade organization for the specialty coffee industry. The SCCA hold many events for promoting

The Specialty Coffee Association of American is a coffee trade

sustainable coffee every year, for example, exhibition and competition of coffee

organization with some connection of sustainable coffee market-

brewed.

ing, production and distribution. Their target audiences are coffee retailers, roasters, producers, exporters and importers.

3 0 | 3 1

Organizations with Related Concerns In my research, I have found many organizations that have similar aims or crossover with my thesis, but none are primarly focused on improving the world’s environment by encourage consumers purchase sustainable coffee.

Their Primary Mission

Differences Between Our Mission

4C Association The 4C Association is aiming at creating a beneficial situation for coffee producers,

Though 4C Association with a primary focus on coffee cultivation

workers engaged in the coffee sector, rural communities, trade & industry, con-

and environmental effect, they are focusing on their own cetified

sumers and the environmental area. The 4C Association has a couple of events,

sustainable coffee. 4C Association is one of the six sustainable

on-line library and international media to promote their own certified sustainable

coffee certifications.

coffee. Even though they have provided a great deal of information on their website and hold a lot of events, many of the coffee consumers know little about this association, because it is hard to find out any information in public places.

Madison Environmental Group Madison Environmental Group is an interdisciplinary consulting firm assisting businesses and individuals with innovative resource and cost saving solutions which

Though the Madison Environmental Group is aim to improve the

contribute to a healthy community and environment. They have many projects

healthy community and environment and with some focus on envi-

and publications are focused on improving the environment and health commu-

ronmental issues of coffee cultivation, they are not primarly focus

nity. In addition, some of this projects and publication have kind of concern to the

on this problem.

environmental problems of coffee cultivation.

Specialty Coffee Association of America The Specialty Coffee Association of America (SCAA) is a civilian trade organization for the specialty coffee industry. The SCCA hold many events for promoting

The Specialty Coffee Association of American is a coffee trade

sustainable coffee every year, for example, exhibition and competition of coffee

organization with some connection of sustainable coffee market-

brewed.

ing, production and distribution. Their target audiences are coffee retailers, roasters, producers, exporters and importers.

3 0 | 3 1

Timeline Summer 2011 GR. 801: Thesis Development GR. 800: Crossing Culture Understanding

Fall 2011 GR. 800: Directed Study GR. 800: Directed Study GR. 604: Nature Identity

Spring 2012 GR. 800: Directed Study GR. 800: Directed Study GR. 800: Directed Study

Summer 2012 GR. 800: Professional Practices and Communication

Fall 2012 GR. 800: Directed Study

3 2 | 3 3

Timeline Summer 2011 GR. 801: Thesis Development GR. 800: Crossing Culture Understanding

Fall 2011 GR. 800: Directed Study GR. 800: Directed Study GR. 604: Nature Identity

Spring 2012 GR. 800: Directed Study GR. 800: Directed Study GR. 800: Directed Study

Summer 2012 GR. 800: Professional Practices and Communication

Fall 2012 GR. 800: Directed Study

3 2 | 3 3

•

Profile Statement of Interests I come from Hong Kong, China. Hong Kong is one of the largest coffee consumption cities; coffee culture is very popular in this city. I am a heavy 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 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 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.

3 4 | 3 5

•

Profile Statement of Interests I come from Hong Kong, China. Hong Kong is one of the largest coffee consumption cities; coffee culture is very popular in this city. I am a heavy 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 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 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.

3 4 | 3 5

Autobiography Eva Chan is from Hong Kong and now lives in Guangzhou. I attended

Education

Guangzhou Academy of Fine Art and majored in art education. During the

MFA Academy Art of University, San Francisco, 2009 fall-present

four years of study, I have learned not only fine art skills, but also students’

BFA Guangzhou Academy of Fine Art, Guangzhou, 2005 fall-2009 summer

psychology. Knowing how to communicate and organize my information well enough to help my students understand. The most important thing I

Work Experience

gained from this major is how to be confident when giving presentations.

2007 August 1st- 2007 September 1st

I am an otaku, who is interested in drawing and cartooning. I begin to learn

Inter at New Year Advertisement Company

to draw when I was five years old. Though my major is a BFA in education,

2008 April 1st – 2008 May 1st

I spent most of the time on drawing when I was in university, especially

Inter at China Shiyan Middle School

for comic books. I used to draw comic books and sell them in Hong Kong. I became interested in graphic design after I found that graphic design could change people’s behaviors. A lot of my customers choose their favor comic books depending on the design of the cover. Not only this, people will stop doing something or start to do something after they see some graphic design awareness campaigns. I think graphic design has a very strong power to change the world, it is a pretty valuable major.

Related Skills Adobe Suite InDesign Photoshop Illustrator 3D After Effect Microsoft Office Word Excel PowerPoint

3 6 | 3 7

Autobiography Eva Chan is from Hong Kong and now lives in Guangzhou. I attended

Education

Guangzhou Academy of Fine Art and majored in art education. During the

MFA Academy Art of University, San Francisco, 2009 fall-present

four years of study, I have learned not only fine art skills, but also students’

BFA Guangzhou Academy of Fine Art, Guangzhou, 2005 fall-2009 summer

psychology. Knowing how to communicate and organize my information well enough to help my students understand. The most important thing I

Work Experience

gained from this major is how to be confident when giving presentations.

2007 August 1st- 2007 September 1st

I am an otaku, who is interested in drawing and cartooning. I begin to learn

Inter at New Year Advertisement Company

to draw when I was five years old. Though my major is a BFA in education,

2008 April 1st – 2008 May 1st

I spent most of the time on drawing when I was in university, especially

Inter at China Shiyan Middle School

for comic books. I used to draw comic books and sell them in Hong Kong. I became interested in graphic design after I found that graphic design could change people’s behaviors. A lot of my customers choose their favor comic books depending on the design of the cover. Not only this, people will stop doing something or start to do something after they see some graphic design awareness campaigns. I think graphic design has a very strong power to change the world, it is a pretty valuable major.

Related Skills Adobe Suite InDesign Photoshop Illustrator 3D After Effect Microsoft Office Word Excel PowerPoint

3 6 | 3 7

“We generate our own 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

3 8 | 3 9

“We generate our own 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

3 8 | 3 9

Eva Chan 840 Post Street San Francisco, CA 94109 eva_chanyuan@yahoo.com First published 2011 Š 2011 Eva Chan All right reserved. No part of this publication may be reproduced, stored in a retreval system or transmitted, in any form or by any means, without the written permission of Eva Chan.

Designed by Eva Chan Infography and chart by Eva Chan Typeface: Baskerville, Bodoni Sponsored by Academy of Art University Semester: 2011 Spring Class: Midpoint Review Midpoint Review Date: March 31st 1:00

Eva Chan 840 Post Street San Francisco, CA 94109 eva_chanyuan@yahoo.com First published 2011 Š 2011 Eva Chan All right reserved. No part of this publication may be reproduced, stored in a retreval system or transmitted, in any form or by any means, without the written permission of Eva Chan.

Designed by Eva Chan Infography and chart by Eva Chan Typeface: Baskerville, Bodoni Sponsored by Academy of Art University Semester: 2011 Spring Class: Midpoint Review Midpoint Review Date: March 31st 1:00

in

Sustainable Coffee Graphic Design Midpoint Review Eva Chan # 02884810