- 1996 Annual Report
An annual report for a popular vegetarian brand
We produced several annual reports for Gardenburger in the years before it was acquired by Kellogg; this is our favorite.
In 1996, the company shifted its marketing effort from food service to the retail channel. This was a strategy story, so we replaced the traditional review of operations with a large, plain-spoken shareholder’s letter, punctuated by Q&A sidebars to illustrate the forward-thinking stuff. Paul Mort drew from old-school grocery ads for his illustrations; accordingly, we built the book with sales bursts, dotted rules, and a liberal application of red.
As this was a retail story, the book brings the visual language of newspaper grocery ads into the boardroom: Mr. Mort’s illustrations make great use of overprinting solid colors onto line art; typography is constructed in decks – in the manner of price settings – and kraft and newsprint simulation comes into play as well.