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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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”.