Italian Roast Coffee & Mercury
Some years back, I became fascinated with the logo design used by a certain, well-known, international coffee conglomerate corporation’s Italian Roast Coffee.
The logo itself, and repeated in the promotional posters that went with it? Basically the outline of a retro-era Vespa-looking scooter, done in bright red. Certainly more color than the coffee beans themselves would have.
That Italian Roast Coffee was, consistently, one of my favorites, although, dollar-for-dollar, Peets always seemed more tasty, but harder to come by. Austin Coffee Traders, too. Was harder to obtain, but that was then. Globalization and commodities have changed in the interim. Been a decade, maybe more?
I don’t always like the darker roast, although I do tend to favor it, and the giant’s ubiquitous presence sort of ruined the experience for me.
Italian Roast Coffee & Mercury
But Mercury is heading Retrograde, and I had to buy coffee. Or “acquire” as I used expiring gift card points. Dark, oily beans, roasted three times, as I understand it. Just regular, old coffee beans, not spectacular but when Mercury is Retrograde?
I miss the old logo. What I liked best about that design, the scooter outline? It was possible to know exactly what was inside, what the company was, and what it meant with zero brand name on the outside. Never said the company’s name, but it was clear, from the logo, design, and the bag itself, what it was.
The new look? I’m less enamored. Still, when Mercury is Retrograde, what works best? The ritual, one must always observe the ritual. Free, in essence, dark, triple-roasted coffee goodness to ameliorate the effects of the planets.
the Portable Mercury Retrograde
