Something Special Coffee in its truest form symbolizes something special in every cup. Specialty in coffee goes far beyond a great cup of joe, it's a sensory experience. That sensory experience is tied to each and every coffee drinker, one that evoke's emotion on a deeply human and spiritual level. Chime in "The Crane".
The Crane in east asian culture is a symbol for longevity and good fortune, ideals in which humans all resonate with. These ideals are special as they are associated with a sense of fulfillment and prosperity. The crane chasing the coffee bean is a symbol for those ideals, a represenation that something special coffee truly symbolizes something special in every cup.