Ridgeline Roast

Alberta-based Ridgeline Roast supplies specialty coffee to cafés, restaurants, offices, grocery stores and customers at home. Little Rock’s banners and X-stands help their four-person team show up professionally at rodeos, trade shows and pop-ups, giving the young brand credibility and helping turn face-to-face introductions into new wholesale accounts.

"Ridgeline Roast is a small coffee company in Alberta. There are four of us. We sell specialty grade coffee to cafes, restaurants, offices and grocery, and direct to people at home. Our coffee is roasted in Alberta and we deliver it ourselves around Edmonton, Leduc and central Alberta, usually the same person every time. That part matters more than anything we print. People buy from us because they know who is showing up.

Where your work comes in is the ten seconds before that. Most of our wholesale accounts start with a face to face meeting at an event, and we have to look like a real company rather than four guys with good beans. Your banners and printed material are what does that.

This season they have been at the Ponoka Stampede, the Black Gold Rodeo, trade shows, and a run of smaller pop up events. The X-banner stands beside the table and carries the whole story: who we serve, what we supply, and a QR code that takes people to the site. The large mountain banner goes behind us, indoors on a curtain wall at trade shows and clipped inside a pop up tent when we are outside in the rain. Both travel in a tube, go up in about a minute, and have held up through a full summer of being packed and unpacked.

The honest version: we are a young brand, and printed material is how we borrow credibility we have not had time to earn yet. A clean banner behind a table says we intend to still be here next year. Several of the cafes we now supply first met us standing in front of one.

Thanks again, and we will be back as we grow. The next thing on our list is a print more Banners and X-Stands."

Christian Romaguera