2026
Mountain Joe
Client
Client
Mountain Joe
Mountain Joe
Type
Type
Creative Direction
Creative Direction
,
,
Art Direction
Art Direction
Year
Year
2026
2026
About
About
Mountain Joe is a hard coffee born in the Canadian Rockies. We led creative direction for its first launch outside Western Canada, into Ontario through the LCBO.
Taking a mountain brand into a city market meant keeping mountain-culture at the core, but adding content built for an urban audience: house parties, espresso martinis, bar nights. Ontario's advertising rules ruled out origin claims and any link to outdoor activity, so the brand's personality had to do the work rather than its backstory.
Mountain Joe is a hard coffee born in the Canadian Rockies. We led creative direction for its first launch outside Western Canada, into Ontario through the LCBO.
Taking a mountain brand into a city market meant keeping mountain-culture at the core, but adding content built for an urban audience: house parties, espresso martinis, bar nights. Ontario's advertising rules ruled out origin claims and any link to outdoor activity, so the brand's personality had to do the work rather than its backstory.
Credits
Gareth Paget
Creative Direction
Julie Kapuscinski
Photography
James Fraser
Creative Direction
Glasfurd & Walker
Original Brand Design
Credits
Gareth Paget
Creative Direction
Julie Kapuscinski
Photography
James Fraser
Creative Direction
Glasfurd & Walker
Original Brand Design
Quote
Art Gallery is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
Noah Jenkins, CEO
