Creative Cut: Green Mountain Sticks to its Green Word

In the ever-improving world of coffee, the Green Mountain Coffee Roasters catalog has a clear focus, which is simply stated in the opening of the president’s letter: “Coffee is more than just something to drink; it’s a powerful connection to each other, and to the rest of the world.”

In this catalog, coffee is the world’s language. You read it in the letter. You see it in the merchandise selection. Green Mountains’ mission is to support the global community. Many businesses make this their intention, but with Green Mountain, it’s a reality, evidenced on every page of its catalog. From the onset, I felt emotionally programmed to like what I saw and to feel good about buying from this company. The merchandise is unique and the coffee offering is special.

Cover

The multiple-image front cover in grid format gives an overview of the catalog. It’s somewhat of a surprise merchandise gathering, given the name of the catalog. Appealing shades of butterscotch and coffee bean brown backgrounds serve as backdrops to the merchandise and recognizable logo.

The surprise is a giraffe breaking out the grid, simultaneously bringing your eyes to the Web site address. A free shipping message is not only a quick read; it’s a proven action device in direct marketing.

I recommend the following improvements:
■ crop the merchandise or rephotograph for a more cohesive merchandise presentation;
■ identify the page where the merchandise is sold;
■ downsize the oversized cup so it appears as a cup and not a pitcher; and
■ add the graphic symbol for Café Express to the existing “Save time” message so customers get the visual/copy impact from the beginning.

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.

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.

Also, the statement that “both are Fair Trade Certified” loses its impact, as the explanation of what that means isn’t until pg. 9. It’s easy to slip past without understanding the impact of the term.

Recommendations for a stronger opening spread:
■ redesign the two pages to work as a unified spread;
■ simplify ordering by connecting visual with selling text on the same page;
■ refer readers to the Fair Trade explanation on pg. 9;
■ delete graphic and story “What’s this?” and introduce it on the page where it’s used with merchandise;
■ sell what’s shown, or at least state what’s not shown, such as Silver Celebration coffee; and
■ add a table of contents for easier catalog navigation.

Overall Design

A well-designed spread needs both halves to work together. In the first merchandise spread on pgs. 4 and 5, the two pages are joined, not designed, together. The photos clash. The text isn’t aligned, but could have been with some editing of the overwritten text on the Coffee and Donuts Gift Box.

But for the balance of the catalog, it makes good use of the space on the page, breaking into images, selling text and editorial stories. Consistent placement of Green Mountain’s Web address and toll-free numbers make it easy to shop. The type consistently is legible. And use of colored bands, both vertical and horizontal, bring relief to an otherwise white background.

The insertion of the testimonials in appropriate places reinforces the brand. The use of graphics for Fair Trade Certified and Made in Vermont gives the good feeling of working with farmers from around the globe — and those in our own backyard.

Combining silhouetted merchandise with lifestyle shots gives the spreads life and pacing. And repurposing graphics on the coffee packaging as editorial shots not only saves money, but maintains the continuity of illustrative style.

Conclusion

As much as I love this company, its catalog could be better. No doubt, it still works. And the company is what it says it is: committed to the global community.

But being an avid coffee drinker, I think it could be a much more effective catalog, if merchandisers, marketers, art directors, writers and stylers worked more as a team to communicate the fine products.

* For more on merchandising, copy, design and pricing
in the Green Mountain Coffee Roasters catalog,
click on “Web Exclusive: More on Green Mountain”
under Related Content.*

Sandra Cooper is vice president, creative/account services at Marke Communications, a full-service direct marketing agency. She works in partnership with a client and an account team to analyze issues and execute creative solutions backed by a solid marketing strategy. You can reach her at (212) 201-0618 or scooper@marke.com.