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244 Ferndale Road
London, England, SW9
United Kingdom

+44 (0) 203 105 1787

Coffee by Assembly. Coffee roastery collectively creating forward thinking approaches to coffee and cafe culture. London.

Coffee Comic — When Too Much is Not Enough

When Too Much is Not Enough was a collaborative project with London based illustrator, Mo Jamma. The concept  was to express the viewpoint that 'better coffee' alone is insufficient to differentiate independent coffee from chain alternatives and thus highlight the obstacles of such a strategy  The comic examines a hypothetical guest experience within the context of perceived value and is based on the following assertions:

 -    For a significant proportion of consumers, the inherent value of higher quality coffee remains obscure while specific time and                                              psychological costs are conspicuous
 -    Effective communication requires adapting content, form and organisation for its audience

The form of a comic was employed as an alternative content medium and one which is visual, easily grasped and meaningful on a broad scale.

Written: Michael Cleland
Artwork: Mo Jamma