I started with excessive abuse of caffeine to fuel my reckless youth, then later I quit coffee entirely because the palpitations were too severe. After meeting Ze Coffee, I began to reacquaint myself with coffee. I learned that the main reason why I had palpitations was not the caffeine, but instead, it was because I did not know how to recognize good coffee. Drinking coffee is not only for consuming caffeine to achieve instant clarity and keep up a fast-paced lifestyle; it is a part of a slow and laid-back way of life.
So after officially working with Ze Coffee, I started to help them redesign their logo and brand concept. Why “Ze Coffee”? “Ze” in Mandarin means the sound of sipping tea or coffee. It is also the sound you make when you see something you love or appreciate. There is a Chinese idiom, “Ze Ze Cheng Qi” which means “something amazing”. So I came up with the English brand “ZeRoast” for them, based off of their original Chinese name of “Ze Coffee”. Since clay pot hand-roasting is their unique way of roasting coffee,”Roast” is a core value of their store. Keeping the “Ze” and merging it into “Roast”, with “ZeRoast” we literally took the concept of the word “ZeRo”.
於是在與嘖咖啡正式合作後，我開始幫他們重新設計他們的Logo及品牌視覺。當初會命名嘖咖啡是因為嘖是品嘗咖啡或茶會發出的聲音，而又是看到喜愛或令人讚賞的東西會發出的聲音，中文成語有嘖嘖稱奇，而我以它們原本直接翻譯的 Ze Coffee 英文名作為發想，開創了一個專屬於他們的品牌，ZeRoast。因為陶鍋手工烘培是他們獨特的咖啡烘焙方式，所以 Roast 才是他們店的核心價值。保留了嘖的音譯 Ze 合併在 Roast 上的ZeRoast，我們從字面上又取得了 ZeRo 的這個主要概念。
Zero machinery, zero impurities, zero contamination in this clay pot hand-roasted coffee.
Zero distance with people, the environment, and coffee: an up-close and personal sensory experience. Carefully select each coffee bean and let them tumble back and forth in the clay pot. There is no fixed formula on the temperature, humidity, heat, speed of stirring, or the color change. We only rely on the accumulation of experience, according to the mood today, creating this multi-layered unique flavor.
Back to Zero, get to know your coffee from scratch and feel the world with your heart. To taste the difference in every sip, in various temperatures. To be touched in different ways with every day and every moment of your life.
Because of ZeRoast, I fell in love with coffee again and the attitude towards life that comes with it. Due to personal reasons, we decided to relocate to the United States with my family, but I was fortunate to learn so much from my dear friends and master coffee roasters at Ze Coffee during those years. So I returned to Texas with the skills Aaron and Cheryl selflessly imparted to me, along with all the amazing concepts of ZeRoast. After a year of continuing to practice and train to perfect my clay pot roasting skills, I slowly discovered the flavor that I craved.
Hey Austin friends! If you would like to learn more about clay pot roasted coffee, please reach out to me anytime!! For our Taiwan friends, please support our partners and forever family “Ze Coffee” at ZeRoast.com.
住在 Austin 的朋友，如果也有興趣多了解關於陶鍋烘焙咖啡，請與我聯絡！在台灣的朋友，也請去支持我們的夥伴及永遠的家人嘖咖啡 ZeRoast.com！！
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