JONAS EMIL - COFFEE ROASTERS
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Shanghai .CHI .2020 .2021 .2022 .2023 .2024
ROASTING REPORTAGE
WEB SHOP
Jonas Emil, a Shanghai-based micro coffee roaster, have been quietly honing our craft since 2009, mastering the craft through practice and persistance. They strive to deliver the freshest quality coffee by roasting in small batches and selling direct to the consumer.
This portfolio showcase a selection of photography and communication design as a result of a fruitful collaboration with Denis.
FLAVORED
'FLAVORED PHOTOS' is a series created by visually matching elements with the flavours and origin of single-origin beans. In some photos, other objects appear to be later matched with visual stories called 'CONVERSATIONS'.
Cupping sessions were held before the photoshoots to fine-tune and brainstorm to match the coffees to the ingredients and other props.
CONVERSATIONS
Conceived by Jonas Emil's Co-Founder, David Henry, the 'CONVERSATIONS' photo series aims to place the product in various contexts; where coffee lovers enjoy together a coffee break. The story's context was decided beforehand by making the FLAVORED photos to be used as covers: objects appear that reconnect to each conversation.
Conversation: Sumatra Mandheling at the bicycle shop
For the Sumatra Mandheling Dark Roast beans, the shooting was realized in a hybrid style between fashion and documentary and with non-professional models. As Chinese and Western owners run the brand, so do the models who mirror Shanghai's broad and multicultural target group.
Edo & Jack enjoy their coffee during a break while planning the upcoming bike trip organized by the shop.
Concept by David Henry
Storytelling, production & photography by Denis Guzzo
Models: Edoardo Neri & Jack Tien
Location & special thanks: Specialized Bike Shop Shanghai
Conversation: Colombia and the Mayan archaeology
The Colombian drip coffee is served during a conversation between an archaeology professor and his student, anticipating a study trip to Colombia.
Michail and Nadine enjoy the coffee brake while the professor recalls his trips and his appreciation for the Colombia beans, available also in Shanghai thanks to Jonas Emil coffee roasters. Nadine discovered this portable format and took some samples with her.
Next to the storytelling, the shooting resulted also in two campaign photos for the Drip Coffee format.
Concept by David Henry
Storytelling, production & photography by Denis Guzzo
Models: Nadine & Michail
DRIP COFFEE CAMPAIGN PHOTOS
BREWING METHODS
Conversation: Coffee by the river
A short visual story in the context of a weekend excursion by the river celebrates the portability of the Drip Coffee pouches, presenting also the new Jonas Emil tin cup. The story is dedicated to the Drip Coffee 5 Stars, a sample box concept to create the chance to enjoy Jonas Emil's best-seller labels.
Concept by Denis Guzzo
Storytelling, production & photography by Denis Guzzo
Models: Catia & Denis
Conversation: Coffee date at Wanping theater
To meet their client's needs, next to having a broad selection of coffee origins and best-seller blends, Jonas Emil also delivers grinding on demand. As you may know, each brewing method requires a different grinding. To best express the catalogue's variety, Denis realized in 2022 the BREWING METHODS photo series.
Food and brewing methods often collide within specific geographic areas; therefore the Espresso is combined with Italian food; the French Press with national breakfast, and so on. Combining the packaging in different settings, this series also aims to meet the multiculturalism of the brand's clients.
Photo: Sumatra Mandheling Medium Roast © Denis Guzzo
The WanPing Rendezvous blend is named after its charming location: the Wangping Theater in Shanghai. Opening a new shop at the theater; inspired the team to create a unique dedicated blend and label. It is a favourite among coffee enthusiasts.
The label design, dedicated to the theme of Chinese opera, has also been implemented in the cup and paper bag.
For the conversation series, we have produced a photo series inspired by the label's name 'Rendezvous'. Jack and Sabrina meet at the theatre; where our master roaster and barista brew and serve them the delicious blend.
Concept by Denis Guzzo
Storytelling, production & photography by Denis Guzzo
Models: Jack & Sabrina
DRIP COFFEE CAMPAIGN PHOTOS
PRINTED
WALLPAPER
For a photographer, few things are as satisfying as seeing his work printed as wallpaper or posters.
The space has been transformed at Jonas Emil's central Shanghai headquarters shop to offer coffee lovers a more colourful and inspiring environment.
Denis realized graphic design for wallpapers and seasonal posters with the recently made photos.
The main wall's design was developed from a best seller BREAKFAST BLRND label, while the other images fit into the available spaces in the shop.
PACKAGING & LABELS
BANNERS & POSTERS
Some examples of packaging and label design were realized recently for the brand. The 'WanPing Rendezvous' blend exemplifies how a selected label can be implemented across various items such as cups, paper bags, trail cards, etc.
Graphic: WanPing Rendezvous - Label design
Photography and graphics are often combined to promote seasonal products on A3 posters or large-format standing banners; placed at the shop's entrance, or brought to the coffee booth for local events.
The same visuals are adapted for digital advertising into the weekly posts, according to the various social media.
“Denis worked with us on several marketing projects. He did not just produce excellent output; he engaged us in a fruitful, collaborative process. He conscientiously strove to understand our vision, paid meticulous attention to details and kept all the fragments of the various projects neatly organised. He shared his wealth of experience-gained knowledge with us. More than a talented photographer/designer, he was truly a partner in our progress.”
David Henry, CEO of Jonas Emil coffee roasters.