There is an interesting divergence of humans: those that prefer the outdoors and those who would rather spend their time inside, often behind a screen. The former often find joy in the thrill of adventure and value exploring the unexplored. Yet, despite the division of preference, both indoors-y and outdoors-y folks can agree on one thing: nothing makes life feel more complete than a full cup of coffee to start a busy day, no matter what experience might lie ahead.

Founded by two former forest firefighters, The Calgary Heritage Roasting Co. recently released its first instant coffee product. Because of the two founders’ love for adventure and the outdoors, the brand tone and visuals needed to highlight their story and life experiences.