You've tasted coffee, right? You've seen coffee, sure. But have you ever seen the taste of coffee? The clever people at Assembly Coffee, London based coffee roasters, have done just that.
Michael Cleland of Assembly, works alongside Max Spencer, Graphic Designer, in creating stunning depictions of each of their coffee blends, each expressing the attributes which make specific coffees unique.
'The Colour Project' was based on the premise that particular coffees possess unique characteristics as a result of their varietal, provenance and processing and the use of illustration as a form of coffee character portrayal works perfectly, as well as being strikingly beautiful!
The guys at Assembly found that the flavour descriptors which were meaningful to coffee professionals, didn't necessarily hold the same meaning for the majority of the coffee drinking public ('normal' people) and with this in mind, wanted to explore the use of illustrative techniques to capture the flavour descriptors, using it as an alternative to written language that would be both more explanatory and engaging - a more organic form of communication perhaps? Showing flavour, visually - awesome.
The creative process more often involves collaboration, of which Assembly Coffee pride themselves on. Michael works closely alongside whoever they are creating the coffee blend for, developing and defining the flavour notes together. Michael then holds the role of Art Director whilst Max essentially becomes the paintbrush, creating the textures, shapes and colours in Photoshop, always involving the client throughout the process to ensure that everyone is drinking from the same visual cup, so to speak.
Each of the illustrations then denotes the coffee blend and appears equally as lovely packaging for the blend. The dedication and respect Assembly show in this collaborative creative process really is reflected in the high quality, heartful coffee they produce.