Our partnership with Ursae originated during Charles's visit to Tofino a few years ago, where we recognized an opportunity for collaboration. Ursae Café is an in-house coffee brand developed by L’Heureux, a well established business in Québec (since 1976!). Inspired by Alpha Ursae Minoris—the North Star—the name Ursae naturally evokes a connection to the wilderness. We embraced this outdoor narrative throughout the brand identity, incorporating playful illustrations and graphics across all touch points. Since its inception, Ursae has seen huge growth and has even become the official coffee of the Montreal Grand Prix.