This story originally appeared on the Gents Cafe Newsletter. You can subscribe here.
SOLO Magazine should have been a one-off project about coffee. Twelve issues later, the magazine still delivers the most compelling stories about the world of coffee and everything that revolves around it, from design to lifestyle and culture. In this issue of Scent of Paper, we met SOLO Magazine co-founders Bea Bascuñán and Albert Jornet to learn about their editorial journey and what they have learned along the way.
Could you share some insights into your personal background and career journey before founding SOLO Magazine?
I’m originally from Valencia, and he [Albert] is from Barcelona. We met there during our graphic design studies. After graduation, we were both very interested in editorial design and, driven by our passion, we wanted to create something of our own. At around 22, we decided to start our own publishing house, teaming up with photographer Monica Figueras to launch Publications for Pleasure.
The idea was simple: we worked on projects we enjoyed, producing small print runs of about 100 to 200 copies, and distributed them to friends and at independent publishing markets. It was a small-scale operation, but for us, it was a chance to experiment. Each project was unique—a new format, a different subject, and collaborations with various photographers.
What inspired you to establish SOLO Magazine, and what initial vision did you have for the project?
A pivotal moment came when we met Jordi from Nomad Coffee at a market in Barcelona. His passion for coffee sparked our interest, and we thought, “Why not create a publication about this?”
At the time, we didn’t know much about coffee, but we were fascinated. So, we decided to create a small publication about coffee, similar to the ones we had done on other topics. We wanted to dive into the subject, learn more, and share that knowledge with others.
Initially, SOLO Magazine was intended as a one-off project introducing people to the world of specialty coffee. We structured it into four chapters—Origin, Roasting, Brewing, and Experience—to cover the basics. However, the response was so positive that readers encouraged us to continue. At first, we were hesitant because we knew that starting a second issue could lead to a third, a fourth… essentially turning it into a recurring magazine, which wasn’t our original plan. But it felt like the right time to change our approach.
We eventually committed to the idea, and two years later, the second issue of SOLO came out. From then on, we aimed to produce one issue per year. We didn’t always have the money or the time, so we released new issues whenever we had enough content. There was no strict schedule.
Gradually, we increased our output to two issues per year, but the process has remained slow, organic, and deliberate. With just the two of us in the core team and a network of contributors, we grow as much as we can. Everything comes very naturally—we only take the next big step when we feel ready.
Once you decided to create the magazine, what was the initial vision, and how did you combine coffee with design and other cultural aspects?
We weren’t coffee experts, and we didn’t just want to explain coffee; we wanted to make it highly visual. As creative individuals, we love exploring design, typography, photography, and illustration. Coffee was essentially the excuse to bring all these elements together. At the same time, we knew coffee was an interesting topic with many branches to explore. We didn’t want to focus solely on the technical side or interview only coffee professionals.
Our aim was to create a magazine for everyone—whether you’re a coffee professional, a beginner, or even if you don’t care about coffee but appreciate design. We envisioned a broader connection, where people could engage with the magazine from different angles, whether through coffee or creativity. The goal was to make the magazine accessible to a wider audience, including those who aren’t coffee experts but might discover something new and grow more passionate along the way.
What is the meaning of your brand’s name and what does it signify?
We wanted to find a name that would work internationally but also resonate locally, here in Spain. In Spain, when you order an espresso, it’s called “café solo.” The name “SOLO” felt short, catchy, and visually appealing. It just worked. Plus, it’s something very Spanish, which gave it a unique touch.
Could you walk us through the process of putting together an issue of SOLO Magazine? Besides writing and layout planning, how do you curate the most compelling stories?
Although we have ideas for future topics, the process can change when we meet someone new or stumble upon a compelling story. Being a small team makes it easier to adjust on the fly. Over time, our process has evolved; initially, each issue was very spontaneous, but we’ve gradually developed a structure that works for us. For example, we now regularly feature interviews with creatives or collaborate with brands, such as our booklet series. This approach allows us to maintain consistency while leaving room for fresh ideas and changes when something exciting arises.
We used to approach potential contributors ourselves, but over the years, many creative professionals, coffee experts, photographers, illustrators, and writers have started contacting us. The community has grown organically, and we often receive emails from people eager to collaborate or be featured.
Balancing advertising with content has been one of our toughest challenges. Our goal is to create a magazine that stays true to our vision while incorporating brands in a way that preserves the publication’s creative integrity. Over time, we’ve learned how to integrate paid content seamlessly with the stories we’re passionate about, ensuring the magazine remains authentic.
Anyway, it’s important for readers to be aware that magazines without advertising or a financial background usually die on the process.
How does SOLO Magazine aim to educate and inspire its readers about coffee, beyond just being a beverage?
For us, SOLO Magazine is the perfect excuse to discuss a wide range of topics. Coffee is a common thread, but at the end of the day, most people have some connection to it. When we interview people, we don’t focus on the technical aspects of coffee. Instead, we prefer to talk about their lives—their stories, backgrounds, and how they got to where they are. It’s those personal stories that resonate with readers.
We love reading about someone who might have started in a completely different field, like biology or music, and somehow found their way into the coffee world. Those kinds of narratives are what people connect with—real, relatable journeys that happen to include coffee in a subtle way. By focusing on the human side, we’re able to expand the conversation around coffee culture and make it more accessible to everyone.
Can you share a particularly memorable story or feature from SOLO Magazine that resonated deeply with you or your readers?
One standout moment for us was when a big name in the coffee scene, like James Hoffmann, agreed to let us interview him. He’s such a respected figure in the coffee world, and it felt incredible to go from being two people running a small coffee magazine to having the chance to speak with someone of his stature. It was a significant moment for us because we always see ourselves as a small project, so when someone like that says, “Yes, I know your magazine,” it’s amazing.
We also did an article that was particularly experimental and memorable for both us and our readers. It was about color and coffee, featuring Ruxandra Duru – whom we had worked with on another project. She’s deeply into color theory and experimentation, so we thought, “How can we connect this with coffee?”
We reached out, and she came up with the idea to visit different coffee shops in Barcelona, analyzing the color of the coffee she drank and how it made her feel. She wrote this incredible essay on how the colors shifted as she drank the coffee, blending her unique perspective on color with her coffee experiences.
It was such a special piece—unexpected, creative, and insightful.
Can you share a moment where you felt particularly proud of what SOLO Magazine has accomplished?
Reaching 10 issues was definitely a milestone for us. It was like, “Wow, we’ve done 10 issues, that’s quite an achievement!” Now we’re at 12, and sometimes we have to remind ourselves, “Hey, we’ve actually published 12 issues already.” We get so caught up in the process that we often don’t stop to reflect on what we’ve accomplished. It’s important to take a moment to appreciate it.
Seeing our 12 issues out there is amazing. It’s especially rewarding when we see our magazine pop up around the world on Instagram—in New York, Tokyo or Bangkok, for instance. Since we have an international distributor, we don’t always know where the magazine ends up until we see it shared by readers. It’s incredible to see people posting photos of the magazine while they’re traveling—it makes us feel like we’re part of their journey.
As someone deeply immersed in coffee culture, what’s your personal coffee ritual like?
We don’t have a fixed ritual when it comes to coffee. At home, we use a Sage espresso machine daily, and we mostly stick to espresso—usually with milk. However, we really get into coffee when we’re out, whether traveling or just exploring our own city. If we want a coffee, we make sure to find a good one.
People sometimes assume that, because we make a coffee magazine, we must be coffee experts. They can get a little intimidated when we visit a coffee shop, thinking we’re coffee masters—but the truth is, we’re designers who just love coffee. We know enough to appreciate good coffee, but we’re not overly technical about it.
Given our background, when we visit a coffee shop, we’re not just focused on the coffee itself. We’re drawn to the entire experience—whether it’s the interior design, branding, packaging, or the overall vibe.
What are your thoughts on the enduring appeal of printed magazines in today’s increasingly digital world?
We studied graphic design when paper was still very relevant, and we never really considered a digital version for our magazine. We’ve always been passionate about print because we’re consumers of magazines ourselves.
We also run a News & Coffee kiosk here in Valencia, so we’re surrounded by magazines 24/7. In the kiosk, you see the vast array of titles available on every imaginable topic. Whenever I hear people say that print is dying and digital is everything, we can’t help but disagree. We carry around 100 different titles in the shop, and people love coming in to flip through the pages and discover new content.
There’s something special about connecting with a printed magazine that digital simply can’t replicate. That said, producing printed magazines is expensive; you need a significant budget to cover everything from paper to printing. While print may never disappear, I think we’ll see a shift toward smaller print runs or more exclusive, limited editions. Mass production can lead to unsold copies ending up in the trash, especially with so many options available.
Unlike social media, with magazines, you can take your time—browse several options and thoughtfully choose what you want to engage with. This slower, more deliberate process allows readers to appreciate the work that goes into creating each issue.
