TITLE - CLOCK WORK JACK SAI
WHAT I WAS | WHAT I AM | WHAT I WILL BE
The publication is about third generation ‘Y” barista who’s company has been brewing coffee for more than 60 years in Singapore. Bringing to light about a traditional craftsmanship and using type as a medium to convey the message. The whole concept is emphasised to bring out the personality of the barista by creating a common link between coffee, Jack Sai(barista), and type. Jack Sai likes to always perfect his brewing style and also makes gigs and believes that life has ups and downs, but we should always face it with a smile and learn everyday. Based on Jack character i have linked it waves in a coffee which also has ups and downs and also represent music. Thus i have used type to describe waves. I have also focused more on the english and chinese font choosing similar properties into account. Each chapter the weightage of the font is increased to portray that crafting is an art which is refining the skills until one attains perfection.
Design rationale
Book outline: The major concept of this book to portray that Mr. Jack is a third generation Barista who has grown learning from his family to then refine his skills to now mentor interns. Thus the concept of past present and future is designed and the notion of waves which represent Jack through his personality is portrayed. Why waves?, represent motion, flow of life, coffee flow ,music gigs, change which is the personality of Jack who believes “ life is always about the measurements, should make sure it remains constant to avoid any overflow. “
Book Chapters:
Divided the book into three major chapters, arranged in a way as to show the Past Present and Future of Jack a. Past - Principles - how Jack’s father taught and trained Jack on not just coffee brewing but principles of life b. Present - Refining and Analyzing - explains how Jack has taken in all what his father taught and everyday trying to improve just different methods of brewing but also improve oneself to spread happiness and always welcome customers with a smile. c . Future - Innovation - this chapter conveys what Jack would like to learn to develop his personality and directions he can explore himself new and also mentoring the next generation.
Page color:
The page color are based on the favourite coffee beans of Jack and also how he had explained the different colors coffee is from it being taken from the plant to going through grinding to end latte
Book theme:
Mr. Jack is a third generation Barista who has a Business management degree from SMU, but now undertaken full time his family business. He has been refining his barista skills for more than 10 years now and has been Gen - Y barista. He is a person who is very friendly and always believes that his customers deserve more than just a coffee. He does his job for passion and always curious to improvise and learn new methods. He is a character who believes being true and disciplined is the most important qualities. Apart from brewing he is interested in politics, swimming and creating gigs along with his sister. Someone who never has a block while working as he believes every customer is a learning process. This book is designed according to the interview i had with Mr. Jack, from having a conversation i could see he is person who grew up watching his father being a skillful barista to learning principles of life, who always loves to see light in building not just his character but also the customers through his cheerful talk and motivational speech. Since Mr. Jack likes gigs, i created my own poems which talks about past present and future, conveying Jack’s voice. Since Jack is a strong believer of God, some of the poems are build to portray his faithfulness to God. This book has more first person dialogues to convey Mr. Jack vision directly to the audience. For the treatment of type i have designed the type in formation of waves in different perspective to show how flexible Jack is also his relationship with gigs and to bring out his technique to brew coffee to convey Jack message of life is a flow and measurements are always important. The book has been designed to be bilingual to bring out the chinese english essence of Jack and how he still holds tradition and respect heritage and still be a modern barista. The heading types are designed to convey the flow of waves and to show how Jack is the Third generation link standing between. It also represents that Jack is a diverse character who is a link to two worlds according to me of being serious when it comes to work and still having fun learning more about coffee beans.
- The photos used in the book are designed in such a way where the picture is given a dualtone treatment to show how Jack is diverse character and also to convey that Jack not only does the front end work but also manages the back end of the family business. The color of the photos are purple to blue to highlight the favourite flavour of Jack which is blueberry.
Fonts used:
There are two font family used in the book which are as follows: a.Bebas Neue- Used to convey Jack character on how he standing tall through his determination. The weight of the font increases as the chapters go to indicate as how Jack has grown from watching his father teach him about coffee beans to now refining his daily routine. b. Calibri - for the body content. The weightage of the font is varying as well to emphasis on how Jack is refining his crafting skills everyday. c. Adobe gothic std - Have modified this font to different weights to emphasize more how refining is the key element in crafting a skill.
Grid system:
3 column grid to represent and enhance the message of my theme past present future.
Book size:
A5
Binding:
Coptic binding as it requires more personal crafting skill which would be my way of thanking Jack for his service to the society. I would also take this chance to do the binding myself as a dedication for the hardwork and passion Jack has towards the society.
Cover page:
400gsm recycled wood board
Inner page spreads:
102gsm for inner pages, 110gsm yellow for sticky notes, 90gsm for posters to keep the bends of fold intact.
Binding type:
French folding perfect bind, the reason for using perfect bind it to denote that Nina is always covered by her hallucinations.
