Ehsan Majd’s Journey from Coffee at 15 to Building Baristuno

Long before there was an app, a coffee channel, or a community to build, there was an interest in coffee that began at 15.

For Ehsan Majd, the creator known as Barista in Pajamas, that interest has become part of a much broader body of work. Today, he is building Baristuno while sharing coffee recipes, equipment coverage, and brewing knowledge online. The project brings together subjects that have shaped his life and career: coffee, visual storytelling, technology, and the practical work of building a business.

Ehsan’s professional experience spans more than 20 years across photography and digital marketing. He has worked as a photographer in the film industry, run a wedding photography studio, and operated a commercial photography studio. His commercial work has included helping restaurants and cafés evaluate their brands and develop their branding.

That experience put him in contact with coffee from another direction. Alongside his own interest in brewing, he worked with businesses where food, drinks, atmosphere, and visual identity all contribute to the customer’s experience. A café has a product to serve and a story to communicate. His work with these businesses connected those two concerns.

Working across different countries and industries also gave his career several settings in which to develop. The subject might change from a film production to a wedding or a commercial assignment, but photography continually asks for close attention: to what is happening, what matters, and what someone else needs to see.

Those habits have a useful place in coffee education. A brewing technique becomes easier to understand when the relevant detail is visible. An equipment feature becomes more meaningful when someone explains how it affects using the machine. Through Barista in Pajamas, Ehsan brings that attention to recipes, espresso preparation, and the experience of making coffee at home.

Baristuno takes the work a step further by giving home baristas a way to keep and learn from their own observations.

The project began with grind particle analysis. A coffee journal grew around it, followed by saved recipes, coffee inventory, and tools for comparing experiments. That development connects measurement with the context needed to use it: what was brewed, how it was prepared, and how it tasted.

Imagine making a cup you would like to repeat. You remember the coffee, but a few days later you are less sure about the grinder setting or the amount of water. A clear record preserves that starting point. When the next cup tastes different, you have something concrete to compare.

Baristuno’s prepare, brew, review, and improve workflow is built around that continuity. Each brew can contribute to the next decision. For someone learning at home, a record makes experimentation easier to follow and a successful recipe easier to return to.

Ehsan’s education also connects the different sides of this work. He holds a bachelor’s degree in Photography and a master’s degree in IT. Building Baristuno brings his technical background into the same project as his experience communicating visually and his longstanding interest in coffee.

He is also the founder and builder of VeroKit, a platform for the business of creator partnerships. Where Baristuno focuses on coffee practice, VeroKit connects creator profiles, relationships, projects, and results. Together, the two projects show where he is directing his experience now: developing his own businesses while growing a community around the work he shares.

For Baristuno, the connection to that community is particularly tangible. Someone can discover a drink through Barista in Pajamas, try it with their own equipment, and keep a record of the result. The content offers a starting point; the person brewing can build their own experience from there.

Ehsan Majd’s coffee journey began at 15. Today, it continues through the recipes he creates, the explanations he shares, and the tools he builds for other people’s kitchens.

Explore Baristuno and start keeping the details of a cup you would like to make again.