Roots: Zines Mapping Connection Through Coffee Culture

Storytelling zines explore immigrant experiences in New York cafés

Coffee shops have long served as social anchors, reflecting the pulse of local communities. In Roots, Xun Zuo transforms this everyday setting into a modular collection of zines, each capturing the voices and moods of newcomers navigating the city. The project draws inspiration from the designer’s own journey as an international student, using coffee as a universal symbol of connection and inclusion. By gathering stories from diverse individuals across New York, Roots becomes both a storytelling platform and a reflection on the power of brand and experience design to shape human relationships.

Each zine in the collection is crafted with a distinct visual language, echoing the personal style of its storyteller. The modular format—six zines, loosely sewn and vacuum sealed—evokes impermanence and emotional tension, mirroring the transient nature of urban life. Material choices, from paper stock to binding methods, are informed by direct conversations with contributors. The use of sewn and Coptic binding, inspired by the Chinese Red Thread legend, symbolizes the delicate balance between connection and distance experienced by immigrants.

Roots stands out for its participatory approach. The first zine introduces the project’s inspiration, while subsequent volumes share a spectrum of personal stories, reinforcing the sense of community. The final zine invites readers to contribute their own narratives, extending the archive and fostering ongoing dialogue. A business card included in the vacuum-sealed packaging provides submission details, welcoming new voices into the evolving story.

The project’s research foundation combines qualitative and quantitative methods, including interviews, questionnaires, and cultural probes with over 40 participants. Findings highlight the importance of emotional connections in branding and suggest that businesses can deepen consumer engagement by prioritizing emotional design in real-life interactions. Roots thus reframes the role of small businesses, positioning them as vital spaces for inclusion and emotional resonance.

Roots has been recognized with the Bronze A' Print and Published Media Design Award in 2025, honoring its innovative blend of art, ethnography, and design. By mapping the emotional landscapes of New York’s coffee culture, the project not only honors the stories of immigrants but also asks what design can achieve when it listens deeply and invites participation.

Roots offers a compelling blueprint for designers, brands, and small businesses seeking to foster genuine connection in an increasingly transient world. Through its tactile storytelling and participatory ethos, the project demonstrates how thoughtful design can bridge cultures, nurture belonging, and transform everyday spaces into vessels of shared experience.