The project "Homogenisation" is centred around reproducing coffee packaging while emphasising and exposing the gradual loss of its uniqueness beneath the facade of advertising. Coffee packaging and advertising are the primary means for consumers to obtain product information. It has become a primary criterion for buyers in importing countries to judge quality and value. The National Federation of Coffee Growers of Colombia created Juan Valdez to capture partially real and fictional advertising scenes. The selective editing of positive and blurred images of origin in coffee advertising leads to a gradual homogenisation in the interpretation of the product. The advertising scenes featuring Juan Valdez appear to apply to all types of coffee packaging.

By rephotographing Juan Valdez's advertising scenes and highlighting their fictitious nature, the project aims to reveal the hidden issues behind coffee production. This work metaphorically compares the process of image distortion to the coffee extraction process, where coffee beans from various regions, undergoing complex roasting methods, ultimately become similar coffee grounds that contribute to the growth of mushrooms, all originating from London.

The project's core concept lies in conveying, from various perspectives, the uniformity generated by multiple reproductions of coffee from different origins. I applied the 'fake' label to different types of coffee, mimicking identical coffee patterns used in promotional advertisements. The final step was to use coffee grounds to make fertiliser to grow mushrooms. The abundance of similarities causes valuable products to lose their worth.