Going through the research around the business aspects of Fair Trade coffee, it was evident that money was the most easily relatable common aspect for business workers in a first world country. I could have expressed these statistics using such things as a coffee cup or general geometry and lines, however, this would remove some vital emotional connection from the target audience.
This concept is a little too complicated in the way the different text is laid out. Less is more with this aesthetic and is way the first iteration of this concept works far better. Also the colour in both of these is a little muddy and would probably benefit more from an ashy brown instead.
In this iteration I have added a catch phrase in a similar style to what Annabel has in her concepts. I needed to add a call to action into my concept design so it meets all aspects of the brief and communicates well with the audience. "Restore the balance" is short and sweet, it gets straight to the point. Initially I looked at having "Level the playing field" but I thought this was a little too playful and has a slight disconnect with the topic.
I will continue to develop and explore the business man to business man empathy and reflect this in the other media forms.
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