They're kana characters which represent syllables. So ら is "ra" when romanized, ロ is "ro" and so on.
Actually took me quite a while to figure out it's supposed to say "Soul of coffee", but it's probably easier to read the less you know about Japanese characters.
Yeah as someone who just started reading Japanese, reading "soul of coffee" was easy. But I don't even know all of these characters yet, I'm most of the way through hiragana, but haven't started any other character sets