Annual Report of Chroma Coffee / Concept development / print / Indesign / Illustrator / 2017 November
Concept development / Annual report design
Indesign / Illustrator
Chroma Coffee Co.
Created an annual report for the Chroma Coffee Co. as a school project. The concept is to reflect Chroma Coffee’s diversity, sustainability, and friendliness in a design.
To create an annual report for Chroma Coffee Co. by conceptualizing their brand identity and using unique and appropriate photos or illustrations to promote their business. The positioning targets are investors, partners, and potential customers.
The concept is to reflect Chroma Coffee’s diversity, sustainability, and friendliness in a design. To show its diversity and sustainability, various bean illustrations are placed in the spreads. These bean illustrations change in shapes and colors on the pages, and various patterns are made from these illustrations. To reflect the company’s friendliness, orange, yellow, and brown are used in the design.
To showcase Chroma Coffee’s brand and attract new investors and customers, a simple, clean layout is appropriate for the design. Three columns are used as a basic grid system to achieve readability; some pages have their own unique layout to catch readers’ eyes.
Lato is chosen as the basic typeface in the design to represent its friendlessness and fairness. Its geometric appearance with modern proportions gives the feel of honesty for the readers.
Yellow and orange are the main colours. These colours are used as backgrounds and headings to give a sense of delight from the whole impression. Also, brown is used in some parts in order to add contrast to the design.