Brave New World of Coffee


Beautifully clean editorial design for an article about the new wave of coffee in San Francisco Magazine.

A new generation of café owners and roasters has burst from the dark shadow of Peet’s and “Charbucks,” luring its patrons toward a more complex and varied caffeinated frontier. Its members value lighter roasts, the better to unmask a coffee’s nuanced nature. They place emphasis on provenance and preparation, tracing beans to cherished “micro-lots” and prized Producers while geeking out over machines priced higher than your car. They hold public “cuppings.” They debate “flavor profiles,” gushing over citrus notes and chocolaty aromas. Like chefs fi ne-tuning menus, they approach their product as cuisine. –San Francisco Magazine

Design by Alejandro Chavetta
Photography by Michael Jang

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  • Reply Khürt Williams 05/27/2010 at 9:53 am

    Thanks for posting a link to this article. My family and friend were starting to think that I was strange because I don’t like StarBucks and “burnt” flavoured coffees. That I am willing to order $25/pound bags of coffee imported from Ethiopia and Yemen. That I describe my coffee as “chocolate with a slight berry presence”.

  • Reply bwj 05/27/2010 at 10:12 am

    Glad you enjoyed it Khürt! As long as Starbucks continues to market their coffee as “BOLD!” no body will know that it’s burnt 😉

    I think the more people are exposed to this new wave of cafes who focus on the craft of coffee and treat it as you would wine, the sales of cream and sugar will begin to decline. At least that’s my hope.

    I had a shot of espresso recently that tasted like freshly sliced mango. Most people have yet to experience that kind of joy in their coffee.

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