This poster was created with the same intention as the others I’ve designed—to simply express my own frustration with certain habits and trends within the coffee industry. While the first one (the dreaded x) was self explanatory, some of these need a bit more explanation. So let this be the first.
Bold: adj \’bōld\ 1) Fearless before danger. Daring. Adventurous. See ‘bold’ type.
I know that coffee fearlessly takes on each morning like an undefeated champion and gives us the courage to face the day. But there are many other ways to describe this revelation—and the taste of your coffee—than with a hollow descriptor that Starbucks practically own the rights to:
What Makes a Coffee Bold? At Starbucks we will call a coffee bold based on its flavor intensity. Bold can come from a combination of roast, flavor intensity or the complexity due to where is it grown. Some examples are the grapefruit notes in Kenya or the full body of the earthy and spicy Komodo Dragon Blend®. –Starbucks
By this definition, any coffee that exhibits “complexity, ” whether it’s a citrusy Kenyan or a spicy Indonesian constitutes being described as “bold.” Coffee by its very nature is an intense (some might say bold) beverage. The flavors, the aromatics, the body, the complexity, the caffeine—all create a unique beverage experience unlike anything else.
However, the word “bold” has been hijacked by marketing and used to describe everything from darker roasts, to higher brew ratios, to even implying there is more caffeine in bold coffee (which there isn’t). This creates confusion among customers, frustration among baristas, and puts pressure on roasters to participate in the erroneous descriptor circus, just to sell coffee to an indoctrinated market.
The industry is full of metaphor and sometimes rather curious coffee descriptions:
Sweet, just bracing enough, the coffee recalls nothing so much as getting out of the subway at Lincoln Center on an icy winter day with three dollars in your pocket, and saying “Yes. Today is the day I buy those honey-roasted cashews from the guy with the nut cart.” –Blue Bottle Coffee
But creative and indiscernible is better than vague and ambiguous. My suggestion, remove “bold” from your coffee vocabulary. Boycott bold. Begin to notice more specific characteristics of your coffee—do you like sweet, fruity, floral, citrus, spicy, smokey, nutty, earthy, chocolaty? These are some of the basic coffee flavors that can help you pick out what you enjoy about your coffee. You don’t need to discern Satsuma orange and rosewater to order a coffee you’ll like, but everyone will benefit if you avoid using bold.