Face Up: Roast
This Month: Roast
Issue: May/June 2007
Editor: Shanna Germain
Publishing Company: JC Publishing
Creative Director/Arts/Graphics: Jeremy Leff
A coffee magazine’s cover often uses a color scheme that reflects the warm, rich tone of coffee itself—“rustic colors like orange and brown,” says Roast art director Jeremy Leff. That is exactly why he and founder/publisher Connie Blumhardt chose this light/dark contrast for their special May/June issue to make sure it stood out from the crowd.
The issue is its biggest, according to Leff, because the Specialty Coffee Association of America tradeshow—the “granddaddy” of several other coffee shows throughout the year—takes place in May. “We wanted it to stand out, both from our other issues and the rest of the magazines at the show,” he said. “Connie and I talked about something with white because we had not seen a lot of that, and silver because it is modern looking.”
The image also tied in, by no coincidence, with the cover of their media kit—distributed earlier in the year to advertisers likely to be at the show—which features three silver cups on a white background.
The picture was photographed by Blumhardt—“outside for the right light,” says Leff, which meant he needed to “painstakingly remove tons of trees in the background” in order to make real their artistic vision. He also needed to smooth out reflections in the coffee and stretch the image to make sure the cup’s handle was clearly visible.
According to Leff and Blumhardt, the deliberation was worth it. “We had many trade show attendees stop by our booth and comment on how much they liked the cover and how much it stood out,” said Blumhardt.