PURCHASE IT HERE.
A little background on this project. I’m a big fan of thriller and horror movies that utilize layers of cleverness and creativity. Jordan Peele's career highlights his creative range, and also applies this deep, intellectual spin to his films. A current favorite of mine, and what I strive for in my career.
I look for that in my coffee experiences, also. It's the opportunity to find something new and knowledgeable each time you experience it. That idea to be able to walk into the same place, or have coffee from the same roaster, and gain something new each time is rewarding. This is the way I feel about Peele’s movies in this genre. We want to share more insight on who Caffeine Crawl is as the concept reaches larger audiences. Coffee brings us together, but we all have more depth.
With fall here, and Halloween right around the corner working with The Get Down on this Peeled Away collaboration was perfect timing. More on our relationship shared in the “behind the scenes” notes. - Jason Burton, creator and owner of Caffeine Crawl
BEHIND THE SCENES - WHAT WENT INTO THE DESIGN
This project all starts with our relationship with CJ Porter Born, head roaster of The Get Down. I have known and admired CJ‘s career for years as it covers several chapters in the coffee industry. The same respect goes for Houston White, Minneapolis entrepreneur and owner of The Get Down. Houston and CJ are making positive and creative changes for Minneapolis. I have a lot of respect for The Get Down, and have been waiting for a project to bring us together. The alignment and layers of this collaboration was too good to pass up.
These are details on behind the scenes within the design for Peeled Away.
I look for that in my coffee experiences, also. It's the opportunity to find something new and knowledgeable each time you experience it. That idea to be able to walk into the same place, or have coffee from the same roaster, and gain something new each time is rewarding. This is the way I feel about Peele’s movies in this genre. We want to share more insight on who Caffeine Crawl is as the concept reaches larger audiences. Coffee brings us together, but we all have more depth.
With fall here, and Halloween right around the corner working with The Get Down on this Peeled Away collaboration was perfect timing. More on our relationship shared in the “behind the scenes” notes. - Jason Burton, creator and owner of Caffeine Crawl
BEHIND THE SCENES - WHAT WENT INTO THE DESIGN
This project all starts with our relationship with CJ Porter Born, head roaster of The Get Down. I have known and admired CJ‘s career for years as it covers several chapters in the coffee industry. The same respect goes for Houston White, Minneapolis entrepreneur and owner of The Get Down. Houston and CJ are making positive and creative changes for Minneapolis. I have a lot of respect for The Get Down, and have been waiting for a project to bring us together. The alignment and layers of this collaboration was too good to pass up.
These are details on behind the scenes within the design for Peeled Away.
- First off, Peeled Away as a title reflects coffee so much, and is a tribute and word play to Jordan Peele’s work. Obviously, the Halloween inspiration and timing pulls this together. The “P” is peeling away like a sticker.
- A lot of coincidences and crossing paths brought this together. The meaning of 11:11 is of chance or coincidence. Peele uses this symbolism in ‘Us”, and we duplicated that In the type treatment of “Peeled”. I wanted to do a double meaning where the letters “E” and “D” are an upside down reflection of one another, but also skinny enough where if you look at it you can see the 11:11. Lastly, 11:11 is used again on the inside spread. Not by coincidence!
- I manipulated imagery of Peele winning an Oscar, and gave it a Hitchcock spin. Hitchcock has been one of his biggest inspirations in Peele’s work.
- Simple word play spelling “Get Out”, another Peele award winner.
- The outline of Africa is subtle, but worked into his shirt pattern - on his chest and closest to his heart. Peele focuses on the African American experience and opportunities in his work. Also, the birth of coffee is Ethiopia, which is part of the Horn of Africa, and I wanted this to stand out leading the direction into the “3 Coffee Blend”
- The scissor visual reference is from the movie “Us”, but in this case we are just giving you part of the object coming up from the distressed bottom. This is to represent that he is just getting started. There are ideas planted, but there’s more to come.
- The rabbits are a reflection of one another, yet one is distorted with its head missing. This visual is a tribute to both “Us” and “Get Out”. Reflections and looking similar while being altered was a heavy part of the plot in both films.
- Peele‘s production company is called Monkeypaw Productions, which he started in 2012. I did not want to infringe on that logo, but used something similar in the “A” on “Peeled Away” to acknowledge that body of work.
- The remake of Candyman in 2021 was written by Peele. The overall splatter background is inspired by that film.
- Lastly, we have a red apple hidden in the inside spread, right hand corner. This red fruit is sweet, available, innocent, but loud. There are so many layers to this last symbol.
