Comission call

comission studio : christopher moorby & ian Prentice
graphic designers but key on branding

set up in 2013
fashion branding
photograph in house - prototype themselves

ian - did our graphic design course (design director)
moved to london then left to join Comission

comission they don't really pitch -only ever done two
interested in smaller start ups -

worked in tech, wellness, restaurants

Rimowa - well known project
rimowa first to do poly carbonate
the brand used to be like nintendo - trying to build the brand up to speed
invitations - cotton

brands becoming a lot more aware of sustainability - willing to spend more

Espelma candle brand 
clean burning candle - doesn't have toxins
refillable candles
delicate and beautiful but impactful
wax spill - represents the ingredient of the candle
achieved through silicon stickers

Unfolded 
an event in bavaria
invite for the event - micro perforation
for a paper festival - one piece of paper in the post as a piece of art

Rimowa Pitch Document
lv&h buy if theres a good product and if they can make the product better theyll take it on
oppurtunity for rimowa - the brand wasnt very good - value that they could add to this company
had previously worked with them for DKNY
the luggage is robust and strong - the branding they create must carry the weight of the history and represent the future - aware of trends and what's going on
Rimowa were the first do put in grooves in luggage
what people to recognise the brand
needs to be utility and function
before was much more of a cold product - adding soul
wanted to create a wordmark that echoed the product - mimicking the corners of the product
deatils such as the rounded edges - synergy with the luggage - bent and formed
wanted a symbol to reresent the brand (Monogram) - in the shape of the suitcase
wanted a visual language for the identity - used the grooves also (lines)
how type sits with the logo.... capture the essence of a brand on a tiny piece of card
if its physical - they know they can stand by the product
presentation then starts t use the rimowa typeface
Luke Evans photographer
warmth and vibrancy in the shots
good at getting people to collaborate - get as many favours to get it as good as it can be
three different types of art direction; lifestyle, illustration(language common to magazine) pattern
enlisted the help of a Japanese illustrator - linear and single weight
Pattern - using the monogram and the illustrations for tissue paper (suitcase lining)
on product - embossed into aluminium or molded, suitcase lining
shot an un boxing - shot with an nintendo logo with the plastic packaging and box (old branding)
a more considered experience
get artists to create stickers
users normally use stick stickers to their case so wanted to make it a big part of the brand
retail - retail bags
receipt - gives you the weather of your destination
common fingerprint over the collateral
website - everything is in the groove columns - warmth with the lifestyle images - product grid
the app can help with where you are going
7/8 people working on the pitch for 3 weeks - paid pitch
pitch won them the work to be involved

a pitch - lottery , good idea but not back it up

final product - ceo requirement and what was in the pitch - still work with Rimowa
a sticker product in the studio every month
created more business opportunities for themselves with going full board with the pitch

gutted that the monogram wasn't used
preferred the warm creamy colour
brought the character back to create a sticker

questions:

push with print briefs - print is far more precious and more money into getting it right - more experimental than before
bring the printer in like a partner - part of the creative process
importance of visualisation - you're showing them not asking to imagine
projects - will this take me further for where i want to go...
coffee packaging for a charity - can take that on as had a bigger project - take them further
they'll always pick the project you like least
dealing with corona - timelines extended, don't work with seasonal campaigns, cant collaborate as well, creativity has suffered, more of a scheduled thing

any advice to us graudating in covid - using time as best as we can to research what we wanna do and how to get there - spent time working on portfolio - now isn't the time to email people (personal, email signature, pdf bottom, 3 good paragraphs

Group crit - Website feedback from Zac

Hi Izzy,

- I think the images on the main page need shrinking down a bit, especially with the scroll over and changing element as I find it hard to see the original images as I accidentally change it by scrolling over it if you get me ahaha

- Also, I feel like there is a lot of projects on there so maybe try and condense them down to 6-8 of your best ones like Alec advised as it can be a bit overwhelming, I personally like the greeting cards, find a fry, cassette, Amsterdam postcards, colgate, illustrations ( but maybe create a separate page for this to keep it away from briefs), and your wonder cover.

- I would definitely have the stamps and menu as mock-ups as you can't really understand its place on the page with the way it is currently.

- The hallmark brief, I would just make very noticeable on your about page as I feel like even though it is good, it doesn't show your current skillset and looks a bit weak in comparison to your other briefs due to the image quality.

- Your logo is nice and definitely on-brand with your work, I would maybe keep it like you have it or maybe make it wink or smile or something, but don't make it a big flashy gif as it might be overwhelming with your other imagery and the flow of the website

- I quite like your copywriting, its simple and lets the imagery do the speaking which i think is best to be honest!

To gain feedback on my website i gave questions to the sections/elements which were bugging me the most. The main elements i wanted feedback on was the layout of the website and the content on the website with being conflicted to what to keep and get rid of. From the feedback the main takeaways to improve are to defo get rid of some projects - with having the highlights on the website - perhaps having illustrations a separate page?? Also for the Hallmark project it is agreed that this project should just be highlighted in my about page, not on the projects page. From the feedback i am happy with the branding and that it does communicate my practice - its just little changes now to make the most effective website.

New invoice

After the PPP session, I decided to change my invoice due to having the now knowledge of information to include, in this case being the idea to state extra amendment charges and a penalty fee if late payment. I really liked and thought having this extra information would improve and help my invoice due to the industry experiencing late payment all the time, so with a notice to charge, this may help this problem, and therefore help the process be more efficient. For any further freelance and clients I may have I will be sending this updated invoice.

Research brief - Talor&Jørgen Coffee by Bielke & Yang, Norway

Talor&Jørgen Coffee by Bielke & Yang, NorwayTalor&Jørgen is a Norwegian speciality coffee roastery and coffee subscription service delivering small boxes of freshly roasted beans, sourced from across the globe, to subscribers based on their drinking habits rather than to a schedule. Product naming focuses on bringing to the forefront flavour notes rather than bean provenance, variety and preparation (although this is online and on pack) with the intention of making speciality coffee far more accessible and addressing the divide that exists within the Norwegian market. The range changes seasonally and currently includes Apricot & Black Tea, Blackcurrant & Sugar Snap Pea and Elderflower & Butter, sourced from Kenya and Ethiopia. Talor&Jørgen’s packaging design, developed by Oslo-based studio Bielke & Yang, expresses the accessible intentions of brand and freshness of its coffee in the distinctive pairing of a small robust structural choice that holds 250g, and the tone and content of Janne Iivonen’s illustrative work.

Research Brief: Initial sketches

To start with the concept of the cafe, logo ideas were designed to start the creation of the Café’s identity. Logos are an important basis for a brand with them becoming a point of recognition for clients and a foun-dation for the branding. A well designed logo is an easy way to convey to potential customers that your business is professional, trustworthy and provides quality goods or services. There is said to be three essentials to a good business logo: it must be appropriate to the business, it must be memorable and it must be uncomplicated in form.

I sketched out some moose due to the research findings that the native animal to Scandinavia is deer. Due to my knowledge and research of the positive effects of using a mascot within the logo, the idea was to create a mascot that would create a positive and friendly nature to the cafe. 

Lonely star gif - Oh Wonder Submission

Due to my love for the band and the music, Oh wonder had a submission for any type of artwork or videos for their release of the new song 'Lonely star' for the isolation tapes. With this in mind I made a little gif that represents a lonely star. The gif was enjoyable to make and represents the song in my own playful way. With sending this gif in I was chosen to be featured in the video! I received a form to fill in order for the record label to gain concept to use and therefore own this piece of artwork, which in this case I allowed due to it being a fun project that has allowed me to be seen by a band of which I love. 

Research brief - The little book of fika - Lynda Balslev

swedes are good at many things, but if theres one thing they do exceptionally well its enjoy their coffee. Not only do they imbibe the brew, they insist upon at least one if not two coffee breaks a day, which they call Fika. This ritual is at the core of Swedish culture, and while Fika literally means 'coffee' r 'to have coffee' it also represents a happy moment, a time to slow down and focus on simple pleasures - in the form of a coffee, cake, and chat.

How did Fika begin?

lucky 7

Sju Sorters Kako (seven types of cakes) is a popular domestic book from the 1940s, with which every Swede is familiar. Seven was deemed the magic number of cakes to serve for Fika. Six cakes were considered too stingy, eight cakes were considered too showy, while seven cakes were-you guessed it-lagom. Today you likely wont encounter seven treats unless it's in a more formal setting, but the concept remains, that the amount to be served should be just right.

After Finland and the Netherlands, Swedes are the top consumers of coffee in the world. Swedes drink an average of 18 pounds of coffee per person, per year.

Fika time lasts an average of twenty-four minutes each day for those not working and twelve minutes a day for those at work.

coffee refills are free in most swedish cafes

Sweden allows up to 480 days of maternity and paternity leave for families. Fathers on paternity leave who meet for fika with their babies in tow are called latte papas.

The town of Alingsas, claims to be the fika capital of Sweden, with more than 30 cafes

17% of Stockholmers claim to fika at least twice a day

fikabröd are the freshly baked goods that accompany coffee

Swedes in the west of the country fika more than any other Swede, amounting to a total of eleven days' worth of solid coffee drinking each year per person

Quarantine order

With the self isolating that is happening at the moment I've decided to put my Etsy store on holiday mode due to not wanting to leave the house unnecessarily. With the module focusing on branding ourselves as designers, I consequently decided to rebrand my logo and brand so it not longer is the same as the one I have on my products. So I decided to create temporary thank you cards to go along with the order I received and also made stickers for the packaging, sticking to my mantra of adding more happiness into the world with my designs. 

Research brief - Scandinavian typeface

The best fonts to use with the scandinavian alphabet 


Consequently, there are certain fonts that capture the Scandinavian personality: clean, functional, beautiful, quirky as hell. But alas, not all fonts embrace the Scandi alphabet with it’s å, æ and ø possibilities

Avenir - very simple, very scandi
Boing
Caslon - This typeface looks both incredibly modern but also classic. Guess what font you’re reading right now? You guessed it: Caslon. Definitely my favourite serif font. If you’re looking for a classic font that’s similar to Times New Roman with an edge, Caslon is you’re best bet. Been around for ages, and will be for even longer. Long live Caslon!
Elephant - Move over Futura, this font is my new standard sans serif. I discovered it when researching Bouvetøya, a remote Norwegian Island in the middle of the Atlantic Ocean. If you’re into graphics and strange remote islands, the Bouvetoya: A Cultural History of an Isolated Landmass book is not only a beautiful book, its a fascinating read.
Fugue
Home display



https://www.scandinaviastandard.com/scandi-six-best-fonts-for-the-scandinavian-alphabet/

Research brief - research - animals native in scandinavia

denmark- Denmark is a natural home for various flora and fauna.  Mammals include several deer species including roe, red and fallow, foxes, hares, squirrels and more.  There is also an abundant bird life with more than 300 species recorded in the country.  In order to protect such wildlife, there are three national parks found within Denmark.  What is interesting about these parks is that they open all day, every day and are free to access.

Located in the Thisted Municipality, Thy National Park was established in 2007.  The landscape of this national park is varied with dunes, heath, forests and grasslands.  Lakes dot the landscape and the park even covers a small part of the Limfjord.  The northern part of the park is dedicated to Hanstholm Vildtreservat, a game preserve initiated in 1930.  This game reserve hosts many species of birds, as does the rest of the park

Sweden- The following are types of deer found in Sweden, red deer, fallow deer, reindeer, moose/elk and roe deer/western roe deer. All deer are herbivores. In the country of Sweden, the biggest mammal is the moose, also known as the elk. It is more commonly referred to as a moose in North America and as an elk in Europe. The hairs of the moose are grey-black and the legs are grey-white. They have a panned or webbed bulk antler from which extend thorn like tips. A male elk can weigh about 700kgs. Elks are found throughout Sweden and it is usual to view elks in the forests of Bergslagen (a dense forest in the central regions of the country). The red deer is one of the largest deer species in the world and can be found living in Sweden as well. The most common deer in Sweden is the roe deer. It is more likely to be found in the south and middle of Sweden and less in the northern parts. The roe deer weighs between 15 to 31kgs, and considered a small to medium sized deer. 

Research project - 23 Small Things You Can Do Every Day That Will Make You Happier

esquire.com

Mondays are bad and Fridays good. Really? The average life-span is 4000 weeks and a seventh of your life is spent on Mondays. Flip your thinking. Friday is, in fact, another week closer to death, while Monday is an opportunity to make a dent in the universe.

2 | Upgrade your underwear drawer so every item is worth wearing on a 'special occasion'. Then every day will start off feeling like one.

3 | Be a hugger. The average hug lasts 2.1 seconds but for the endorphins to transfer it needs to last seven seconds or longer (but warned, counting out loud spoils the effect).

4 | Practice the 10/5 principle - smile at everyone who comes within 10 feet of you and make eye contact and say 'hi' to everyone within 5 feet (except on the tube).

5 | Say nice things about people behind their back. This is a double-whammy because when it gets back to them , people think you're a lovely person (which, of course, you are).

6 | Write a list of 10 things you really appreciate but take for granted. 'Health' and 'relationships' will almost certainly be on there. 

7 | Every morning, appreciate that you don't have toothache and that your kidneys are working. Being able to get out of bed is the best thing ever.

8. Write a list of the top 10 happiest moments of your life and you'll realise that most of the things on the list are 'experiences' rather than 'products'. Set your stall out to have more experiences.

9 | Instead of asking your partner/kids 'how was your day?' change the words and ask (with enthusiasm), 'what was the highlight of your day?' Then listen with genuine enthusiasm.

10 | Walk tall and put a smile on your face (not an inane grin or you'll scare people). Your brain will immediately think you are happy and you'll feel a whole lot better.

Change your aim. Stop setting your sights on 'getting through the week' or 'surviving until my next holiday'. Raise your game. Set your aim to 'enjoy the week' or 'to inspire people'.

12 | Write down your top 5 personal strengths. Be aware of them and start seeing opportunities to play to them more often.

13 | Watch out for the 90/10 principle. This states that 10% of your happiness depends on things that happen to you while a whopping 90% depends on how you react to these events. Make a conscious choice to be positive.

14 | When setbacks occur, ask yourself, where is this issue on a scale of 1 – 10 (where 10 is death). If it is death, you are allowed to feel down. Anything else, get over it.

Most people have an internal voice that is very critical. Challenge it. When your inner voice is telling you you're an idiot, firmly disagree. Find a positive inner voice (note, this conflict is best done in silence in your head. And if you have lots of inner voices, you need to see your GP)

16 | Spend less time on electronic friends and more time with real flesh and blood ones.

17 | Practice the 4-minute rule; that is, be your best self for the first 4 minutes of arriving at work, being in a meeting, getting home, etc. Your brilliance is infectious.

18 | Lose the word 'try'. Instead of setting a resolution of 'I'm going to try and lose some weight' or 'I'm going to try and get a bit fitter', go with 'I'm going to lose some weight' or 'I'm going to get fitter'. Yoda was spot on when he said, 'Do or do not, there is no 'try'.'

19 | Appreciate that your happiness is bigger than you. It has a ripple effect and infects people 3 degrees removed from you.

20 | Read a bedtime story to your kids like it was the most exciting book in the world (note, it is doubly important for sons to see their dads reading books).

21 | Reframe situations. For example, a leaking gutter means you have a house; paying tax means you have some income; your teenage son spending hours on his X-Box means he's not wandering the streets, etc.

22 | Be genuinely interested in other people. Ask loads of questions about them. In a bizarre twist of quantum psychology, people will find you insanely interesting.

23 | Make sure that you use more positive than negative language. The ratio needs to be about 5 positives for every negative, so catch people doing things well and tell them.

Research brief: Research - Waynes Coffee Sweden

Wayne’s Coffee opened its first coffee shop in Stockholm in 1994. With our unique design and music concept, we set the standard for the modern European urban coffee concept. Nowadays, Wayne’s Coffee is Scandinavia’s leading franchise coffee shop chain with around 45,000 guests served every day. Today, Wayne’s Coffee operates over 125 coffee shops with a total turnover of EUR 62 million (2016) and is considered the obvious choice for coffee lovers around the world.

On the menu you will find our unique blend of coffee, cold drinks, delicious bakery products and fresh food. The idea for Wayne’s Coffee was born from our dream of setting up a new type of meeting place, a homely urban environment to sit down and enjoy conversation, good beverages and something to eat. A meeting place with its roots in the Swedish “fika” tradition, an almost cultural institution involving taking a break in your workaday life and relaxing in the company of others. Combined with the Italian coffee culture and influenced by the Swedish pastry tradition, it all came together in the vision of Wayne’s Coffee.

philosophy

Searching for the ultimate fika. We tend to say that we are searching for the ultimate fika. It may sound grandiose. But we have been characterised by this search since we first opened the doors to our first coffee shop on Kungsgatan in Stockholm.

We often say that we are searching for the ultimate fika. It may sound like a grandiose statement, but we have been characterised by this search since we first opened the doors to our first coffee shop on Kungsgatan in Stockholm.

For us, the ultimate fika has several connotations. It refers to all the good things we serve. To the music we play in our loudspeakers. To the break you get from your busy everyday life when you relax in one of our cosy armchairs. To the moment you share with a good friend.

But our search is not only about what you see in our coffee shops. It is also about what drives us. It’s about the positive change we want to achieve in people’s lives, and in the environment at large. About doing our part, however small, to make our planet greener.

For example, our chain of coffee shops is the first Swedish chain of coffee shops to be KRAV labelled. Our long-term goal is for everything you eat and drink in our coffee shops to be organic. Fewer additives, more small-scale plantations and the absence of pesticides leave behind a better aftertaste. This helps us serve a fika that tastes even better.

We also try to make as much of your fika onsite, in the coffee shops. That way, you can be sure that it’s always fresh. It’s also important to us that you have many healthy options to choose from. Even if the Swedish fika will always have a special place in our hearts. We will never compromise on our excellent black filter coffee or our heavenly cinnamon buns.

Our search for the ultimate fika has merely begun, and we hope you will join us for the rest of our journey.

Research : Spotify... fika

Spotify newsroom

It’s a noun (“Would you like to take a fika?”), a verb (“We’re fika-ing this afternoon”), an everyday ritual, and a state of mind. Fika is the Swedish concept of taking a pause in the day to drink a cup of coffee, sometimes together with a small sweet treat, and connect with each other—in person (no Slack, texts, or DMs).

True to our Swedish roots, many of us at Spotify try to make time for fika—whether in the morning (around 9 a.m.) or in the afternoon (around 3 p.m.), not only in Stockholm but at our offices globally.

Fika is “definitely a social thing,” Johanna says. “Chatting with colleagues builds trust, but it’s also a way to actually meet and talk about common work problems, which might not happen in your normal day-to-day routines.”

Malin, who works in Spotify operations in Stockholm, notes a benefit of this “moment of relaxation,” as she calls it. While “it is not supposed to be productive—rather the opposite,” Malin says, “taking a break from work in the afternoon or having a coffee helps me be more focused.” While work chat is fair game, fika is the time for conversation about what’s happening beyond your desk.

There’s actually science behind the benefits of this sit-down. Studies have shown that, caffeine boost aside, taking fika-esque breaks throughout the day improves productivity and boosts creativity. And while “there are no rules when it comes to fika,” Malin says, she believes that it’s best done with technology set aside.

It’s also a great connector. “Growing up in ‘small town’ Sweden, we would have fika almost every day. It was a great way for friends to come together and hang out for a moment,” says Rasmus, a designer at Spotify. Now based in New York, he finds a global community in fika: “It’s a fun thing to do with my Swedish friends here, and most likely people from other nationalities will join as well.”

There’s no right or wrong way to fika. Phones off (even for just a few minutes), conversation on—and let the coffee do the rest.

the study that they mention...

translated from Swedish:

Breaks and snacking at work are good for health and make us work more efficiently. Employees who regularly take breaks during the work day become more creative than their colleagues. Shows from the research from the Baylor university school of business USA. According to a Swedish survey of 8,000 people there is a clear connection between snack breaks and increased focus: the breaks lead to working more efficiently afterwards. Working in an environment with obvious meeting places encourages breaks and socialising with colleagues from different departments - which in turn results in more creative employees and a better atmosphere. The research shows that the meeting between colleagues with different areas of knowledge increases creativity. It also strengthens the community, which increases well-being and we-feeling. Our brains also need digital breaks. Being constantly connected and accessible via email, sms, chat and mobile is exhausting for the brain. When we turn off the flow of information and devote ourselves to something completely different - like a leisurely walk or conversation with colleagues in a comfortable sitting group - the brain is able to recover. We get the power and inspiration to do a better job. Perhaps the most effective break we get outdoors. In addition to an environment change being positive, we need to replace the artificial light with daylight and also fill the lungs with new oxygen. 

8 ways to take a break, gain perspective and work more efficiently:

1. create inviting meeting places beyond desktops. A sofa by the coffee machine or a nice environment with inviting chairs, tables and rugs near the printer.
2. If you have a sedentary job get up regularly and go for a walk, the movement itself makes you think clearer.
3. Break from the sitting position by standing and working regularly.
4. Decorate a 'mini gym' in the workplace with soft rugs, jump ropes, rubber bands and other tools that don't take up to much space.
5. Make it a habit to always take a walk outdoors at lunch. Daylight, fresh air and exercise give you new energy.
6. Book stimulating breaks - like a workout at lunch or a walk/lunch with a good friend. Prioritise these in the same way that you prioritise an important job meeting.
7. Get outdoor furniture in the workplace, which will attract you and your colleagues into the spring sun.
8. Talk to a coach or mentor regularly. Provides perspective and inspiration.

link : https://newsroom.spotify.com/2018-11-12/more-than-coffee-talk-fika-isnt-just-a-phenomenon-its-our-daily-pause/

Website Feedback from Alec

Looking good. 

Can you start each project with some text. When it comes at the end it could easily get missed, so launch straight in and give us some context. Might be nice to experiment with using text to break the images up a little bit as well to make the projects feel more expansive. LOVE THE LINK TO YOUR SHOP. 

Could you animate your personal branding into a nice gif loop? If so, I think you could probably lose the animated banner on the homepage.

•   From this feedback, it is clear that to develop my website even further the copywrite needs to be considered more. To improve I'm going to take upon the feedback of having a break between my images with the text, which will still draw attention to the images but will engage more with the breaks. Also I like the suggestion of animating my personal branding into a gif loop instead of having the secondary imagery that already exists. I will play with that idea and see what works better!

Research Brief - Scandinavian Coffee research

In Sweden, over half of thepopulation drinks coffee with their  breakfast, as well as during the day, to mark the spending of a day in the officewith several social moments with colleagues accompanied by a warm cup.

In Norway and Denmark, the usage of a drip coffee maker is popular, to make a brewed or filtered drink, which in Sweden is often teamed up with the ubiquitous local cinnamon bun or a piece of chocolate.

All the Northern countries  prefer locally produced coffee: Evergood Kaffe in Norway, Paulig in Finland, Merrild in Denmark and Iceland, while in Sweden the two most popular brands are Gevalia and Löfberg.

Espresso house is the largest chain store operating over 190 outlets in Sweden, Norway, Denmark and Finland. The U.S giant Starbucks reached 69 facilities in all Nordic countries in 2018.

Other leading coffee chains are the Norwegian Kaffebrenneriet, Robert’s Coffee from Finland, the Icelandic Te & Kaffi, and Joe & The Juice from Denmark.

https://coffeebi.com/2019/01/09/coffee-the-scandinavian-national-drink/

caffeine consumption around the world 

1. Sweden: 388mg/day
2. Norway: 379mg/day
3. Netherlands: 369mg/day
4. Denmark: 354mg/day
5. Finland: 322mg/day
6.  It’s funny because countries in Scandinavia often win awards for being the happiest people too. Correlation maybe?
7. https://www.caffeineinformer.com/the-most-caffeinated-country

The top of the list for the world's coffee consumption can be summarized as follows: Finland: 3.5 cups of coffee per person per day.
Sweden: 3.2 cups of coffee per person per day.
Norway and Denmark: 3.1 cups of coffee per person per day.

brew coffee:

In the Nordic countries, brewing coffee dominates, in bars and restaurants as well as at home. We are in Sweden accustomed to the fact that a so-called batter is included in the price of a cup of coffee, while in most other countries this luxury is not allowed but instead has to pay for a new cup of coffee. In a bar where the coffee is brewed in an electric brewer which is then placed on a special element to keep warm, the coffee can be kept warm for several hours without getting a burnt aftertaste.

Swedish coffee:

We Swedes are often critical of the coffee we are served abroad - in comparison with Swedish strong coffee, this is weaker. In some countries, tourists are warned to drink coffee in Sweden or the Nordic countries, as their strength is believed to cause malady and palpitations. Nevertheless, Nordic coffee is generally considered to be high quality. The Swedish coffee shop Gevalia, for example, is sold as very exclusive abroad and can cost around SEK 70 per kilo, even in low-price countries such as Latvia and Bulgaria.

0. The best-selling coffee in Sweden, Gevalia, is a mellow brew. However, the quality of the coffee beans and the preparation process differs significantly from other types of coffee, which indicates that Gevalia's success lies in how the company markets its product. Gevalia accounts for about 40% of the total sales of brewing coffee in Sweden. After that, Zoegas comes with a market share of 20%, followed by Löfbergs Lila with a market share of approximately 15%. Finally, Classic coffee stands for 9% of Swedish brewing coffee sales. The remaining market shares are attributable to a number of smaller players.
   
   
   
   Sweden is internationally seen as an important player in specialty coffee. Every year, about ten new micro-roasteries open in the country, and the guests in the cafes are becoming increasingly interested in knowing where the coffee comes from. In the specialty coffee shops in Sweden, more and more coffee starters are founded (some roast specialty coffee, some roast commercial coffee and some mix the two types), but on the bar side there doesn’t happen as much.
   

   Sweden, the world's most modern country, has come to the conclusion that we love bar chains instead of going to the small privately owned coffee shop. This makes it difficult for the specialty coffee roasteries to get sales on their coffee unless they start their own coffee shop. Therefore, perhaps most roasteries will start their own point of sale. Additionally, it will be easier to sell your coffee to other coffee shops if you have a display window to potential customers and to show coffee drinks how you want your coffee to be made. Likely the market will be adjusted, some roasteries will close their business and some roasteries will continue to be a hobby business instead of a business.
   
   
   

   Is Coffee Good for You? - 2020

   In moderation, coffee seems to be good for most people — that’s 3 to 5 cups daily, or up to 400 milligrams of caffeine.

   
   

   For example, having about five cups of coffee a day, instead of none, is correlated with a 30 percent decreased risk of Type 2 diabetes, according to a meta-analysis of 30 studies.

   
   

   What is a coffee bean?

   Inside the red fruit of coffea lie two coffee beans. Green in color, the duo spoon together, the rich brown hue to appear only after roasting. In fact, they aren’t beans at all. “It’s like a cherry, you pick off the tree,” said Patrick Brown, a professor of plant sciences at University of California, Davis. Unlike the cherry, though, the seed is the prize, and the flesh is discarded.

   In addition to caffeine, coffee is a dark brew of a thousand chemical compounds that could have potential therapeutic effects on the body. One key component, chlorogenic acid, is a polyphenol found in many fruits and vegetables. Coffee is also a good dietary source of vitamin B3, magnesium and potassium.

   What fills our mugs at cafes, the office, and on road trips are from two species: arabica and canephora, known as robusta. Arabica fills specialty cafes, and costs more than robusta, which fuels instant coffees and some espressos.