Hedonic Terroir-Driven Coffee
Designers | Andrew Rosenthal and Derek Galkin of Autotype Design
Location | Berkeley, California, USA
Launch date | December 3, 2020
Hedonic's design is intended to reflect our commitment to both luxury and sustainability, reflected in aesthetically satisfying, fully compostable packaging.
Hedonic coffees are designed for wine lovers who want to get deeper into coffee, with profiles developed around the sensory profiles of specific wines. Coffee and wine have a lot in common. First, they’re both made from fruit! Coffee and wine also share many sensory properties, such as aroma, basic tastes (sweet, tart, savory, bitter), acidity, body, texture, flavor, and finish. And just like wine, coffee’s unique sensory properties come from the terroir in which it is grown, as well as its processing and roasting (similar to viticultural and vinicultural practices in wine).
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Hedonic Coffee is designed for people who care as much about what’s in their morning cup of coffee as in their evening glass of wine. And it’s curated to allow the drinker to choose coffee profiles to suit their own personal style(s).
What does hedonism have to do with it? Colloquially speaking, hedonism is the pursuit of pleasure, or happiness, something humans understand well. And while Hedonic Coffee is a luxury brand, we believe that happiness is a universal value that should be accessible to all. The happiness the brand is designed to invoke extends to the entire coffee supply chain, starting with farmers. The International Women's Coffee Alliance is the first non-profit chosen to receive 10% of net profits in 2021.
Hedonic’s core values are aligned with the pursuit of wellbeing all along the supply chain, which includes Earth itself in terms of the cognizance required to offer a luxury coffee experience while doing no harm to the planet.
