Muskoka Roastery Coffee Co.

An eastern Canadian coffee company with big dreams, Muskoka Roastery Coffee Co. (MRCC) is based in the Muskoka region of Ontario. Long associated with the outdoors and known as a “cottage coffee”, MRCC wanted to be Canadian’s everyday coffee choice and gain more traction in Western Canada.

In addition to a flavourful selection, MRCC stood apart from its competition for its many environmental efforts and certifications. A certified B corporation, MRCC was the first Canadian coffee roastery to source all of its coffee from Rainforest Alliance certified farms.

Despite its eastern popularity and sustainability efforts, MRCC struggled to grow its audience and create content beyond promotional material.

For this project, I conducted a social audit and reviewed their competitors. Once I had a good understanding of the industry gaps, I created a social media strategy to help elevate their social media presence and created a few fun creative concepts to guide future content.

Below are examples from this project.

Creative Concepts

I overlayed miniature scenes onto the existing Muskoka Roastery Coffee lifestyle photography. These scenes shared the impact coffee can have on everyday activities, such as fueling a hike or bringing people together. 

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Using Muskoka Roastery Coffee products and Canadian landmarks, I was able to introduce the idea that Muskoka Roastery coffee is available Canada wide. It’s “Canada’s coffee”, rather than being exclusive to Ontario.

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To liven up the impressive statistics from their sustainability reports (ie. B Corp, Bullfrog Power and Rainforest Alliance), I used milk foam, cinnamon or coffee bubbles, to present statistics, sustainability facts, certifications or other topics in a fun, visually intriguing manner that related back to coffee.

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Stories

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