Kittel strives to reinvent the coffee roasting process in their Montréal workshop. The company’s artisans wish to take everything to do with coffee—from harvest to cup—to another level in order to create a product that is rich yet accessible to all. The creative process for the visual identity was rooted in this desire to jostle the coffee industry’s codes. A qualitative and federating design approach was transposed in everything from the logotype to the packaging.