Traffic Coffee Co.
Designer | SP Giguere & Jesse Lewin
Location | Montréal, Québec, Canada
Launch Date | April 30th, 2025
For us, this isn’t seen as an achievement in itself. It’s a way of life—clothes you put on without thinking, simply to express who you are. Designing a Traffic bag is simply about living well; it’s not a hollow slogan to define our brand.
Having fun is the essence of this work. It’s genuinely a delight for us to use a coffee bag as a vehicle to share what we love. Nothing makes us happier than when someone comes up to talk to us about the silly things we put on our bags.
Our inspiration is everything—the human universe, generations of memories—and there is no boundary our imagination won’t cross, all with the goal of making you happy… and on top of that, you’ll have a great cup of coffee to enjoy!
Since the beginning, Traffic has aimed to stand out through bold, avant-garde branding—fearless, but above all focused on creating a special and fun experience for anyone who chooses Traffic. Pleasure is an important word for us.
Our inspiration comes from so many places, but first and foremost from the creative chemistry between the two designers. Many ideas naturally come from who we are. Who is the Traffic team? Where do we come from? What do we do? In that sense, our branding reflects us: the music we listen to, the toys we had as kids, the movies we go out to see, the jokes that make us laugh online, the clothing brands we love, our country, and our culture.
There is a clear intention to create a product that is not just a container for coffee beans, but a collectible object—like a framed piece you hang on a wall. A Traffic bag is something that dresses up a kitchen, a home, and reflects the personality of its owner. The interactions it sparks highlight its playful nature. A coffee bag can be a song, a legendary band, your favorite grocery item, a movie scene, a historical event—everything finds its place there.
The designers place strong importance on pairing each coffee with human references, memories, and pop culture. The references are sometimes raw, sometimes provocative, using slightly wild illustrations, the idea of a superstar, or an internet meme. Like great fine-dining restaurants, the focus isn’t only on the coffee bean itself, but on the moment of drinking coffee—what it reminds us of, the experience that goes beyond simple consumption.
So that in the end, from the moment you hold the bag in your hands to the last sip of coffee, pleasure flows freely—because we wouldn’t do any of this if we weren’t having fun ourselves :)
