Revolutionizing Coffee Experience: Terra Coffee Roasters

Akihito Shimizu's Award-Winning Design Connects Producers and Consumers

With a growing awareness of environmental sustainability in Japan, Akihito Shimizu embarked on a mission to create a design that not only embodies high quality and ethical awareness but also provides an experience as if one were in the coffee's production area. The result is Terra Coffee Roasters, a brand that uses design to convey reality without abstraction, offering consumers a simple and direct way to understand the product's origins.

What sets Terra Coffee Roasters apart is its unique design expression. The logo, a curved design that evokes the image of "aroma drifting from the environment," invites consumers to experience natural and high-quality coffee. The label design features collages of local photographs, visually connecting manufacturers and consumers. This direct conveyance of the producer's face and environment highlights the unique appeal of the coffee produced in each region. Moreover, all packages are recyclable or reusable, reflecting a commitment to protecting the special soil and environment of the production area.

The realization of this design involved careful consideration of environmental awareness in Japan. The main container is a reusable glass bottle, and the label showcases the state of the production area and the face of the producer. This abstract expression sells not just the taste of the coffee, but also the process, imagination, experience, and feeling associated with it.

Consumers can choose their favorite coffee brand and country, learn about the history and background of their coffee beans and production areas, and share the process of the beans arriving in Japan with the barista. After purchase, a subscription service allows for bean replenishment and label change, offering a journey through the world of coffee. This design not only reduces unnecessary movement but also, in a broader sense, contributes to carbon dioxide reduction.

The Terra Coffee Roasters project, which began in October 2021 in Osaka, Japan, faced several challenges. The brand of beans changes frequently due to production numbers, and all labels are not mass-produced. However, this approach leads to environmental friendliness, as tools are used according to the amount of beans produced. The curvilinear logo design, themed around the aroma drifting from the environment, expresses a natural and high-quality coffee experience. The individual labels, designed with a collage of local photographs, connect the producer's face with the place of origin, environment, and consumers, conveying the individuality and charm of the unique coffee produced in each region.

In conclusion, Akihito Shimizu's Terra Coffee Roasters is a testament to the power of design in bridging the gap between producers and consumers, promoting environmental sustainability, and enhancing the overall coffee experience. This award-winning project is a shining example of how design can be used to advance societal wellbeing and make the world a better place.