CFRR– Each package of coffee clearly describes a sharp portrait of a coffee farmer’s face who planted it himself.
In the early 21st Century, the third wave of coffee began to appear, now people respond to the movement to produce high-quality coffee and view this worldwide favorite bean as a craft, not merely a commodity.
Consumers are increasingly interested in quality factors in all production stages, from seed selection, farming, and harvesting to processing. At the same time, they want to be connected to the people who directly cultivate and take care of the tree’s development stages. Because, when they get these insights, they will realize the true value of the cup of coffee they are using, that hidden behind the delicious taste are the early morning hardships of hard-working farmers.
Commute to finding the specialty coffee
Following that trend, a coffee company based in Moscow (Russia), Biji Coffee, is on a mission to find the best coffee from undiscovered plantations in Indonesia, to bring back specialty products that have never been in the Russian and European markets, for the purpose of creating a luxury drink for coffee lovers who are passionate about a unique and high-quality experience.
Biji Coffee specializes in purchasing directly from farmers while helping them to work on plantations, and community support for sustainable development through education, innovation, research, and investment in modern technology. The company operates based on organic care, ensuring safety for human health and respecting the natural environment.
Biji coffee boasts stunning surreal portraits of three distinct characters
representing each of the brand’s signature coffees. Created by Apus Agency, a design company based in Moscow (Russia), the vivid red packaging has captured the attention of modern coffee lovers, always interested in the quality of the product.
Based on the inclusion of human images in design products, Apus Agency has helped the Biji Coffee brand to differentiate itself, from competitors; highlighting the origin of the product, which is from unique regions of Indonesia. This portrait illustrates the meaning of the origins of the source, without losing the overall aesthetic of the coffee bag.
Besides, the new element also brings true emotion to those who are enjoying this delicious drink.
Vivid portraits
From left to right is Darman, Shafron and Sakti. Photo: Behance.
Every character printed on the packaging is a real farmer who has grown his own coffee. Men with tan skin, tanned in old working clothes, work in a tropical monsoon climate. Looking at it, you would imagine the struggle for coffee from its young age until harvesting berries.
You can even imagine calloused hands and hunched backs carrying heavy bags of coffee. Sweat splattered all over the field. It’s hard work, but deep down in the eyes and the gentle smile of these farmers is the happiness of the rise to see their products received by all appreciation and gratitude.
Mr. Sakti has a thin face that exposes the flaws on his cheek, along with a slight smile on his lips that will bring you special Lintong coffee. Lintong gets its name from the Lintongnihuta district, this area to the southwest of Lake Toba, one of the world’s deepest waters, which is an ideal plateau for the Arabica growing well. Combined with a special processing method, by peeling the seeds at a humidity of about 50%, compared to the usual 10 to 12% moisture, it creates a different taste, bringing a clean mouth feeling and very light acidity. Compared to Mandheling, Lintong is moderately bold, but still retains the hint of dark chocolate and fresh soil.
Representing Gayo coffee is a farmer named Darman in a red dress with a very bright smile, he is certainly very proud of the product he introduces. With the cleansing of pure aroma and no bitterness, Gayo coffee is highly appreciated by coffee gourmets, especially by its light soil flavor blended with a rich body and smooth aftertaste, light acidity combined with taste. Sweet and some fruity flavors.
Mr. Shafron’s face, marked with crow’s feet behind his eyes, and honey-colored skin seemed to show the hardships of daily work, but the lips are not forgetting a gentle and friendly smile. He represents Mandheling, a type of coffee described as the smell of soil and intense, with a regional herbaceous aroma that you won’t find in South American or African coffee.
Those vivid and realistic portraits, showing every wrinkle on the faces of the coffee farmers in their plantations, have created a strong bridge between brands and humans. Connecting coffee drinkers with the growing areas, so that they can love and appreciate the work of simple farmers. They still struggle every day in green coffee gardens to treat our taste with great-tasting cups of delicious flavors.
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