Wishcasting Coffee Package

Buying coffee is just as normal as lighting up a cigarette or sipping a glass of redwine. It is not the healthiest thing yet the strangest. It's normal. No actually it's not normal, but with a total package of lifestyle and believers it has become quite normal. Coffee is bitter and darkbrown/black, why is it delicious, fresh, sweet, it is fat reducing, or it makes you happy. At least that is what coffee producers claim. Also the visuals on the package; Why do they sell animals, tree's or other things on the package cover? For me I think coffee is similar to shit, but sold in clever jackets.

I used to got strucked by the phenomenon of the thought that buying coffee is a deadnormal and everyday business. Nowadays supermarkets offers a great variety of packages showing different colors, prints and promises allowing you to choose. As I mention before, making choices, or more specific: choosing which coffee you add to the cart, is a choice of lifestyle. Lifestyle is nothing more than choices we make everyday. The contemporary society offers us million choices to make in our lives such as work, school, sports, favorite food, favorite tv programma etc.

Standing in front of a great amount of different colors, shapes, names and text such as 'eight o'clock coffee time', I am talking about the coffee department at your local supermarket, confronts you to choose whether buy 'shit' or not.