THE STORY
FromtheMountainsofColombiatoYourCup
This is the journey of a single bean. Born in the high-altitude farms of Colombia, hand-picked at peak ripeness, and carried across the world to Al Ameed's roastery in Jordan. Bold Colombia Castillo — 73's newest edition — is more than a coffee. It is a story of origin, craft, and the human hands that shape every step. Filmed in a cinematic documentary style, this is the origin story behind every capsule.
PROJECT CREDITS
Not affiliated with or commissioned by Al Ameed Coffee. Created as an artistic exploration of AI brand production.
THE FILM
WATCH ON VIMEO
01 — THE HARVEST
Hand-picked at peak ripeness, one cherry at a time.
02 — THE HARVEST
Only the ripest cherries make the journey.
03 — THE WASH
Cleaned and sorted with generations of care.
04 — THE PROCESS
Removing the parchment by hand — patience in every step.
05 — THE RAW BEAN
Fresh green beans, straight from the farmer's hands.
06 — THE ROAST
Roasted, rested, and cooled — bold Colombia Castillo comes to life.
07 — THE CAPSULE
Where the craft becomes a capsule.
08 — THE SHIPMENT
Sealed, packed, and ready for the world.
09 — THE RITUAL
The moment of preparation, at home.
10 — THE RITUAL
A familiar ceremony, perfected.
11 — THE FIRST SIP
Where craft meets joy.
12 — THE EXPERIENCE
73 by Al Ameed — Colombia, in every cup.