Creative Cut: Green Mountain Sticks to its Green Word

The only criticism I have is that, like most president’s letters, it could benefit from tighter editing. But it flows into the Community Friendly statement at the bottom of the page — an excellent design and copy element that’s maintained throughout the catalog and supports the brand.

In comparison, the Autumn in Vermont editorial doesn’t fare as well. It connects the season and a sense of place with a reference to the limited-time availability of Pumpkin Spice and Autumn Harvest blend coffees. The problem is this: The reader is looking at jelly and apple butter on the page. The coffee merchandise on the facing page isn’t designed to be “read” with the editorial text.