SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

FOUNDATION IN NATURAL BUILD ENVIRONMENT

2013 JULY INTAKE

Culture and Civilization (FDES0815)

Lecture: Miss Delliya Mohd Zain

Submission Date: 13 June 2014

Name: Ooi Kai Yang

Student ID: 0315663

Concept and Theme

The theme of my A5 size postcard is about the ‘Coffee Culture’.

I will capture the photo about the making of the coffee which I

use the title ‘Journey of Coffee’ as my concept. The image that I

tried to take is about the way of making coffee, the decoration of

the art and the environment of the café to let the people know

more about what is coffee and not just drink it. It is important to

know the way of making coffee and how the environment attract

the customer. I don’t know anything about the coffee but the

reason I choose coffee as my theme is because I like aroma of

the coffee and the environment is make me feel really relax so I

would like to learn and understand more about coffee by this

assignment. My concept is journey of the coffee, so the image I

take is about the process to let the reader know more about it.

Summary of researchThe concept that I use is the journey of the coffee, so that I have

do some research about the coffee. To make a coffee, no just

brew the coffee in the café, there are steps are show that from

coffee bean to coffee. Coffee is a brewed beverage from the

bake or roasted bean and the coffee bean is actually a seed. So

the first step is planting, then is harvesting the ‘cherries’(Coffee

Bean). After that is processing the ‘cherries’ either is dry

method way, simply spread out on huge surfaces to dry in the

sun or the wet method way, bean were separated by weight as

they are conveyed through water channels. Then is hulling for

remove the dried husk, polishing, grading and sorting before

being exported. Roasting the coffee it is the process brings out

the aroma and flavor that is locked inside the green coffee.

There is a unique aspect of coffee in Malaysia is the way the

beans are roasted here, as the method employed around the

world is that the beans would be roasted with sugar, while in

Malaysia, butter is also added into the mixture giving a more

avid flavour and quality. When the roasted bean are crunchy to

bite, it is ready to be ground and brew. About the brew coffee,

one of the important process is grind and never reused the coffee

ground.

Adapted concept in postcard:

When taking the picture, I tried to take the picture for suitable

for my concept ‘Journey of Coffee’. At first, I don’t know what

is the thing I should take. The equipment? The process? Or the

environment? After that I decide to take the picture about the

coffee bean because the coffee bean is not just one type and

every type have their own taste and aroma. Process, to let the

reader know more about the way of making and the decoration

art of coffee. Environment, to let the reader know that café is not

just a place for drinking, it is also a place or let the customer

have gathering, relax and full of attractiveness design to attract

the customer.

Mapping of the place

Cosans Coffee

RT Café

Flat White

The location that I located at SS15. There are a lot of the café

which are located at there. I have chosen the 3 café in SS15

which is ‘Cosans Coffee’, ‘RT Café’ and ‘Flat White. The

reason why I choose these place but not the other is because

they willing to share the process of the coffee that most of the

café won’t.

Location of Cosans Coffee: No 30 (Ground Floor), Jalan SS15/4, Subang Jaya, Petaling Jaya, Malaysia

Location of RT Café: B5-G Jalan SS15/4D,47500 Subang Jaya, Selangor

Location of Flat White: 29 Jalan SS 15/8A, SS 15, Subang Jaya, 47500 Damansara, Selangor, Malaysia

Draft Photo

Layout Postcard:

Front layout

Back Layout

Background Text Place and Coordinate

Stamp

Packaging:

Final Photo and PackagingSample of final photo front page:

Back Page:

Packaging front page:

Back page:

Mind Map

Coffee Culture

Type of coffee

Espresso Mocha Latte

Reason of choose

Can be easily found Have different type of

art decoration A place for relax

Concept and Theme

Process

Environment

ConclusionIn this assignment, I had learn a lot of thing about the coffee. Know how

the coffee is process and know the environment is also important that can

attract the customer and give customer a place for relax. Furthermore, this

assignment gave me a chance to learn how to take a photo and edit and I

feel really grateful.

Reference

All about coffee, [online]Available at:

http://www.ncausa.org/i4a/pages/index.cfm?pageid=30 [Accessed 8 June

2014]

Sammy Derreks, 7 Popular Types Of Coffee, [online]Available at: http://www.askmen.com/fine_living/wine_dine_archive_100/112_wine_d

ine.html [Accessed 11 June 2014]