The Green Bean: A Specialty Coffee Company Designed around Organic and Fair Trade Efforts.

During my study in graphic design, I have noticed the different ways certain product identity motifs influence potential consumers. My thesis explores this idea by addressing the importance of organic and fair trade products and materials. I have created a coffee company that specializes in coffees, chocolates, and spices from specific countries in Central and South America. The company’s identity is designed around the culture of these countries and the increasingly popular idea of “going green”. Environmentally safe, fair trade, organic, and recyclable are characteristics and the unifying themes of the company. Not only am I trying to persuade potential consumers to buy the products, but to do so because of the “green” benefits. The other goal I had was to design the product identity so it was artfully distinguished from the competition. Today, most organic and fair trade product packaging is very cluttered with information and images. I designed my packaging only the most important information was given in text. The materials and colors used let the consumer gather other information without having to read a lot. For example the natural brown coffee bags with grass ties and a sewn label let the consumer assume that this is a type of organic coffee. (The USDA Organic and Fair Trade logos are printed small on the back to reassure the consumer.) My packaging has clean so designs, a couple of colors, and clear labels that stand out from today’s packaging that has many complicated colors, images, and text. A majority of my research is based off information provided by Transfair, the Fair Trade Organization, and a brief study on location. The programs that I used in creating the designs were Adobe Illustrator CS2 and Adobe Photoshop CS2. Upon the completion of my thesis, I believe I have successfully created a company and its identity with a particular motif that would catch the attention of many, and influence potential consumers to purchase because of its green benefits