Calgary Heritage Roasting Company is an adventure-inspired coffee company founded in the mountains of Alberta. It was important to bring the feeling of wilderness and adventure to their product with a lived-in concept that was aligned with their overall brand.

Looking at retro match boxes for inspiration, the team created a look that pulled from vintage coffee packaging and leveraged the look of matches often found in the gear that you would take to the mountains.

The typography was chosen to emulate an aesthetic that would be reminiscent of something you'd find in your parents' camp gear. It was important to make this feel like something you've seen on your camping trips since you were a child.

The project launch was greeted enthusiastically on social media and resulted in two more lines being developed. Flash Fuel has recently been added to two national grocery store chains in Canada.