How this Portland Coffee giant is mesmerizing customers with microcopy.

Back in 1999, a burly gentleman resembling a lumberjack disguised as a tatted hippie, spent what was left of his life savings on an $8,300 5-kilo coffee roaster.

He hauled the beastly machine down to a dilapidated neighborhood in Southeast Portland and set up a coffee shop that doubled as both a roastery and cafe.