It’s one thing to say you are about great coffee anywhere, it’s another to go out and prove it. And to kick off this brand in Canada, and high-light our new store locations, that’s what we had to do. We hit the road with an epic trip that covered the continent handing out 1000 cups of fresh coffee in the most unlikely places we could find. The online event garnered a nice following as the story grew people met us in the mew locations and in each city the cups went faster and faster. 

The whole project yielded an image bank for use in artwork and communications, and of course help kick start the loreof the brand. The stories of the people we met—bush pilots, chain saw carvers, rodeo clowns, street artists and others—merged with ours to redefine coffeeculture. A limited edition coffee table book is the works.