Creative Cut: Green Mountain Sticks to its Green Word

Opening Spread

A catalog’s opening spread has the all-important job of positioning a company and setting the copy tone. This is where the reader learns what’s special about the catalog — and what to expect inside.

On this opening spread, the president’s letter not only captures the essence of Green Mountain Coffee Roasters, it also establishes the company’s history and business partners, sharing credits with the global community. It gives the reader a clear understanding of what makes the catalog unique. And most importantly, it makes the reader want to order from the catalog to share in the global effort.