This document is a literature review submitted as part of a student project on coffee culture. It discusses the origins and history of coffee, defining coffee culture as a social atmosphere centered around coffee. It also defines coffeehouses and cafes. The student then describes their project concept of highlighting modern cafe culture through a postcard series from two popular cafes in Johor Bahru, Malaysia - Just Want Coffee, The Garden and The Factory 30. Draft designs and photos are included along with references.

1. SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Foundation of Natural and Built Environments
CULTURE & CIVILIZATION (FDES 0815)
Lecturer : Normah Sulaiman . Delliya Mohd.Zain
______________________________________________________________________________
Project 3 (Individual Assignment) : Art + Architecture + Culture
Part 1 : Literature Research on Coffee Culture (Report Compilation)
Name: Kelvin Fong Jia Zheng
Student ID: 0317166
Intake: FNBE July 2013

2. LITERATURE REVIEW
What is coffee culture?
Coffee culture describes a social atmosphere or series of associated social
behaviors that depends heavily upon coffee, particularly as a social lubricant. The
term also refers to the diffusion and adoption of coffee as a widely consumed
stimulant by a culture. In the late 20th century, particularly in the Western world
and urbanized centers around the globe, espresso has been an increasingly
dominant form. People that participate in cafe culture are sometimes referred to
as "cafe au laiters" and "espressonites".
What is coffeehouse?
Coffeehouse and coffee shop are related terms for an establishment which
primarily serves prepared coffee and other hot beverages.Café or cafe or caff may
refer to a coffeehouse, bar, tea room, small and cheap restaurant, transport cafe,
or other casual eating and drinking place, depending on the culture. A coffeehouse
may share some of the same characteristics of a bar or restaurant, but it is different
from a cafeteria. As the name suggests, coffeehouses focus on
providing coffee and tea as well as light snacks.
The history of coffee
In the Ethiopian highlands, where the legend of Kaldi, the goatherd, originated,
coffee trees grow today as they have for centuries. Though we will never know
with certainty, there probably is some truth to the Kaldi legend.
It is said that he discovered coffee after noticing that his goats, upon eating berries
from a certain tree, became so spirited that they did not want to sleep at night.
Kaldi dutifully reported his findings to the abbot of the local monastery who made
a drink with the berries and discovered that it kept him alert for the long hours of
evening prayer. Soon the abbot had shared his discovery with the other monks at
the monastery, and ever so slowly knowledge of the energizing effects of the
berries began to spread. As word moved east and coffee reached the Arabian
Peninsula, it began a journey which would spread its reputation across the globe.

3. Concept
My message is to bring out the modern of the café and also what was the people
doing in the café.
Theme
I choose coffee culture as my theme is because I am a person who very like
coffee especially going to a café with my friend. Nowadays, people are like to
taking photo when they go café or before having meal. This inspired me to make
a coffee culture postcard series. The Garden and The Factory 30 are the two
branches which are very popular among youngster in Johor Bahru. So, I choose
this two café as my coffee theme shooting location.

4. JUST WANT COFFEE, THE GARDEN
INTRODUCTION
Just Want Coffee, The Garden using a country style that make costumer relax
and enjoy coffee in the garden environment. The owner used the previous show
house unit and developed it into a cafe. Some simple renovation and design
really bring out the garden feel.

5. JUST WANT COFFEE, THE FACTORY 30
INTRODUCTION
The Factory 30 is inside a refurbished factory in the industrial area of Mount
Austin surrounded by large warehouses and greasy car workshops. If you come
to Just Want Coffee, The Factory 30 and found yourself greeted by this pulled
down shutter, do not panic. The entrance is at the glass doors on the left.

6. MAPPING OF THE LOCATION AND ITS RATIONALE
JUST WANT COFFEE, THE GARDEN
Jalan Jaya Putra 3/27, Taman JP Perdana, Johor Bahru.
JUST WANT COFFEE, THE FACTORY 30
No 30, Jln Mutiara Emas 5/3, Tmn Mount Austin
81100 Johor Bahru
Rationale: The reason why I choose this two café as my theme of the postcard
is because this two café is the same branch that very famouse in Johor Bahru
and they have a very unique decoration and theme. The first one Just Want
Coffee, The Garden and second one is The factory 30. The garden is a café with
a country leisure style, which can provide costumer a very peaceful environment
to enjoy coffee. The factory 30 is a café that operate by a factory which located at
the industrial area. All the material that the café use for decoration are hardware.
So, it has a very unique style different with others café.

7. Draft Photos and Layout Planning
Postcard frontside layout
+
Postcard backside layout
+

8. Inner Packaging Design
+
Outer Packaging Design
+

9. Final selection of photos

10. Reference
1. Anon, (2014). [online] Available at:
http://lertraveldiary.blogspot.com/2013/08/just-want-coffee-taman-molek-
and-taman.html [Accessed 13 Jun. 2014].
2. Just Want Coffee JWC, T. (2014). Just Want Coffee JWC, The Factory 30
in Johor Bahru |JOHOR KAKI food travel photography. [online]
Johorkaki.blogspot.com. Available at:
http://johorkaki.blogspot.com/2014/06/just-want-coffee-factory-30-in-
johor.html [Accessed 13 Jun. 2014].
3. Ncausa.org, (2014). The History Of Coffee - National Coffee Association.
[online] Available at:
http://www.ncausa.org/i4a/pages/index.cfm?pageid=68 [Accessed 13 Jun.
2014].
4. Wikipedia, (2014). Coffee culture. [online] Available at:
http://en.wikipedia.org/wiki/Coffee_culture [Accessed 13 Jun. 2014].
5. Wikipedia, (2014). Coffeehouse. [online] Available at:
http://en.wikipedia.org/wiki/Coffeehouse [Accessed 13 Jun. 2014].