Founded in Portland only two years ago, Overview Coffee is an eco-conscious brand inspired by the support and promotion of regenerative-organic agriculture. This helps to ensure the survival of coffee while creating income stability for farming communities, and contributing to the reversal of climate change so every coffee drinker can take part in cultivating a healthy and harmonious existence between humans and nature. As contemporary coffee culture has deeply taken root in Japan for quite some time, Overview Coffee has had a roasting facility Onomichi, a provincial town just east of Hiroshima, since 2021, selling and serving its coffee at stores across the Land of the Rising Sun. And now, it’s launching a charm offensive this month with a unique marketing tool—the cutesy Overview Coffee Truck. Designed by San Francisco-based artist and designer Jay Nelson, probably best known for the design of the Patagonia Worn Wear truck, used Japanese cedar scrap wood for the construction of the cabin.
The cabin is built in a way that any repair can be easily executed, and also, it’ll be easy to reuse the timber after the tour. Tour? Yes, you heard that right. With the 2050 sustainability goals in mind, the company is convinced that not only city dwellers are coffee aficionados, so it’s heading to the country’s rural areas to speed up environmental awareness and spread its gospel of regenerative organic farming. The Overview Coffee Truck promotional tour kicks off at Umekoji Potel, a new lifestyle hotel, in Kyoto on Sat – May 14 (11am-6pm), and then moves on to Numazu on May 21-22 to throw an event dedicated to earth regeneration. And yes, the truck takes your order during both stopovers. Additionally, this upcoming summer season, the Overview Coffee Truck will make a stopover at popular Lake Shirakaba in the mountainous Nagano prefecture, in addition to a number of other to-be-announced destinations nationwide.
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
