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  2. 2. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 Table of Content No. Content. 1. Assignment Brief 2. Concept and Theme 3. Research 4. Draft pictures and Captions 5. Mock-up layout 6. Tutorial Sheet 7. Page. References 2|Page
  3. 3. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 1. Concept and Theme The main theme of my group is about the food culture in Malaysia, hence, all of us are required to create a coffee table book about the food culture in Malaysia. As a coffee lover, I had chosen to explore and create a book which talks about the coffee culture in Malaysia. After some research and some exploration around, I had found that there are a variety of coffee shops around our campus which is in the SS15 Subang Jaya. Thus, I had spotted down a few coffee shops to put in my booklet which is The Coffee Bean & Tea Leaf, Coffee Chemistry, Coffea Coffee and Cosans Coffee. All of them share the main common point which they sells mainly coffee but their operating way are quite different from each other. The main information in my booklet is focused on the modern coffee culture which is growing rapidly in Malaysia, which mainly consists of the type of coffee shop, their design and the environment which is different from the ones before. The main concept for the booklet is using pictures in black and white edited with colour splash effect showing the main focus of the whole picture. The focal point would be the ones with colour whereas the others are in black and white. The background of the booklet is totally black in colour and added with an orange line on the side creating a border. The pictures are arranged in order in parallel or almost same in size in each page to show tidiness and arrangement. Last but not least, the font used in the whole booklet is mainly kg Skinny Latte which is a font widely used in coffee books which also fits the main theme of my coffee table book. Brief descriptions are also added below the pictures to provide understanding for viewer. 3|Page
  4. 4. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 2. Research on the Place of Interest Subang Jaya Legend - Subang Jaya. “Subang Jaya is a suburban city in the Klang Valley, Selangor,Malaysialocated about 20 km from the Kuala Lumpur city centre. It comprises the southern third of the district of Petaling, making it the 5th most populous city in Malaysia. Subang Jaya comprises SS12 to SS19, Bandar Sunway, USJ, Putra Heights and BatuTiga. The city is governed by the Subang Jaya Municipal Council (MPSJ), which also governs other areas of the Petaling district under Petaling Jaya andShah Alam.” – Wikipedia. The place I have selected to carry out my project exploration is SS15 in Subang Jaya. It is a very crowded and famous place among Subang Jaya and areas around as it consist of a variety of shops, office and colleges such as Alpha College, INTI College and Taylor’s College. Hence, the place is almost crowded by teenagers mainly college students. Due to my own understand and research, coffee shops are famous among teenagers where they like to have a coffee while study, doing their homework, having a relaxed time talking with friends and so on. Thus, a coffee shop is often a great place to hang out and spend their time for them. That’s why there’s a lot of coffee shop targeting their market at teenagers. After research and exploration by driving around the area, I’ve found out more than 5 coffee shops only in SS15 Subang Jaya area and among them I have chosen 4 of them which have their own uniqueness. 4|Page
  5. 5. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 a. The Coffee Bean & Tea Leaf The Coffee Bean & Tea Leaf is a well-known franchise type coffee shop in Malaysia where you can find it almost most of the place which is not too urban. They are mostly called as Coffee Bean and also popular as a biggest competitor with another famous franchise type coffee shop, Starbucks as where you can find Starbucks; there you can find Coffee Bean. Coffee Bean & Tea Leaf is actually an American Coffee Chain and they have outlets all around the world. They offers one of the most wanted thing now which is free WIFI excess where it’s a very big reason that attracts customers. The main item served of course is various type of coffee such as coffee, Americano, latte, mocha and cappuccino. Besides, there are also some sandwiches and English style breakfast which consists of scrambled eggs, sausages, pancakes and salads. More than that, they have some grab and go foods being sold here. 5|Page
  6. 6. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 In this outlet in SS15 Subang Jaya, it has a second floor provided with more seats and a balcony which is smoking area and allows you to view out of it. b. Coffee Chemistry Signature The Coffee Chemistry Signature is a Café type coffee shop which is located in First Subang, SS15 Subang Jaya. It is a Café type coffee shop as it serves not mainly coffees but also choices of western foods such as spaghetti, grilled foods such as chicken and salmon and etcetera. The shop is located in a small building called First Subang which is a quiet place with less soul around. The shop is renovated nicely and design with calm and romantic lighting which gives customer a peace and comforting place to have a high-tea or lunch. The barista here are equipped with skills to create awesome coffee arts such as creating a 3D animal on the coffee. Thus, the coffees here are not only about how it taste but how it looks, and how you enjoy in this beautiful place. 6|Page
  7. 7. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 Besides, there is also some area which is more closed which gives customer a more personal space. Magazines, newspaper and some puzzle games are also provided free for dine-in customers to play for free, spending a great time here. c. Coffea Coffee The Coffea Coffee is a small coffee shop located at the street of SS15, Subang Jaya. The unique and outstanding design of its shop is very attention attracting with a bunch of plants in front of the shop. Coffea Coffee is a Home-Grown Franchise type coffee shop where it has a lesser amount of outlets around but with their own speciality. The Coffea Coffee mainly serves roasted and blended coffees. They are a multi award winning establishment with they own specialized coffee. Their coffee also comes with beautiful coffee art. Besides of coffees, they also serve different drinks such as organic green tea, yogurt drink and so on. The design of the shop is small in first floor as it is also more to a grab and go type coffee shop where people just walk in and buy a coffee to take away. Hence, they have some small seats in front of their counter for people to wait 7|Page
  8. 8. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 while their coffee is being prepared. The lightings equipped in the shop are also some dim orange light to give a calm and relaxing environment. d. Cosans Coffee Cosans Coffee is a newly opened coffee shop in SS15 Subang Jaya. The shop goes with The Old House type coffee shop which is special in the design of shop. The shop uses the French coffee house style. The design of the shop is very simple and comforting. With an alley beside with red bricks as wall with some plants, it surely makes people turn and have a look at this special shop among the other old shops on the street. The inner design is as same as most of the other coffee shop which is equipped with dim lighting but they have something different. There are a variety of seats which is different in the shop such is wood made, with cushions and also sofas where customers can choose the one they like to. For the ones who wish to have some coffee while working would choose the ones which are wooden as it is more convenience for working and for the ones who would like to have an enjoyable time would choose the sofa and relax in comfort. 8|Page
  9. 9. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 Despite of the common coffees, they have their own brand, packaged coffee beans for sale which is only available here with they own speciality. Same as other coffee shops, they also serve sandwiches and some bread. Draft Images and Captions The Coffee Bean & Tea Leaf 9|Page
  10. 10. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 Coffee Chemistry 10 | P a g e
  11. 11. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 11 | P a g e
  12. 12. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 Coffea Coffee Cosans Coffee 12 | P a g e
  13. 13. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 13 | P a g e
  14. 14. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 14 | P a g e
  15. 15. C n C Final Project CheahTeck Wei 0315215 FNBE Sept 2013 References 1. 2. 3. 4. 5. 6. 7. 8. 9. 15 | P a g e