Nordic Approach is a sourcing company focusing solely on high quality green coffees. They do the groundwork to identify, improve, select, and import the best coffees from the most interesting origins. Every coffee they buy or forward to a client, is selected based on the cup profile. They believe in transparency through the chain, and premiums going back to the producers, is the only way to achieve a sustainable quality coffee production.
Beber Mi Sudor translates literally as ‘drink my sweat’ – an expression used by Colombian coffee workers to reflect the incredible effort and energy that goes in to producing their crops. It’s a fitting title for the first in a new series of books Nordic Approach are producing in collaboration with photographer Jake Green, that offer depth and detail to the story of our origin projects around the world.
The book features interviews with farmers, roasters, as well as essays on Colombia’s unique environmental conditions, the intricacy of cupping, and Nordic Approach’s philosophy and experience as a green coffee sourcing company.
Jake joined Nordic Approach on a two-week trip to Huila and Tolima in Colombia. Beber Mi Sudor is the result of that trip, an exploration of the sheer scale of endeavour that goes into producing Colombia’s most important cash crop.
The resulting images have been crafted into a beautiful book by celebrated art director Melanie Mues, who has responded to the vibrancy and movement in Jake’s images with a volume that feels transient and changeable.
Jake and Melanie wanted the print production to encapsulate the colour, vibrancy, movement and emotions that jump out of the photographs. He wanted to make the book itself feel transient and changeable.
Park’s strategy was to work in collaboration with Jake Green and Melanie Mues from an early stage in the design of the book to add differentiation to the finished result. We made suggestions for materials, printing process and binding.
Jake and Melanie wanted the tactility of an uncoated stock. Park selected a number of papers and supplied white paper dummies, enabling Jake and Melanie to choose the materials that they felt best fitted their design.
Jake wanted to use a premium coloured uncoated stock for the cover and insert, to add novelty, tactility a changeability during the read, but he also wanted to retain vibrancy in the reproduction. Park therefore proposed that the cover and divider be printed on our HP Indigo press, where the ink would remain on the surface and retain more vibrancy, rather than be part absorbed and softer, as is the case in litho printing.
To further maximise lift by adding a smoothness to the uncoated paper, we sapphire coated the Popset.
To maximise the lift and vibrancy of the images, while at the same time retaining the tactility of read, Park suggested that the images be reproduced on Artic Volume, a coated paper which has an interesting matt feel.
Melanie and Jake wanted a binding that could be easily pulled apart into its component images and reordered according to the readers’ tastes. A red elastic loop band was sourced and specially manufactured to size.
To ensure the book was a truly a ‘stand out’ coffee table book, the book was designed so that the fore-edge was not trimmed flush. To deliver this binding to a high standard, the book had to be accurately pre-trimmed and then gathered by hand.
A 200# screen and plate profile specially developed for the uncoated material was used for the litho production.
Proofs were supplied as hi-res Epson proofs for the CMYK sections and Indigo book proofs.
Adhering to ISO12647 colour management targets, we accurately matched the signed-off proofs while the customer passed on press.
Repro, print production, trimming, folding, binding (hand collation) were all completed in-house.
As a final innovative touch, the flat sheet printed overs were collected and sent to Jake, to wrap the 100 books to be used for the launch, adding intrigue and a protective cover.
This book has been shortlisted in the Print, Design and Marketing Awards 2018.
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"Beber Mi Sudor is a beautifully printed book with some really strong but subtle design details. It has been a pleasure to work with the guys at Park again who were incredibly patient while we worked out the finer details of our art direction".
Jake Green – Photographer