Blend Signs Tattoo Pop-Up

Client: Kicking Horse Coffee Co.

For 30 years, Kicking Horse Coffee has earned fierce brand loyalty among Canadian coffee drinkers. But this year, we discovered something deeper: people weren’t just loyal to Kicking Horse - they were fiercely loyal to their specific blend, often identifying personally with their choice. This passion, however, lived quietly at home. Our challenge: transform this silent affinity into a loud, proud cultural moment true to the brand’s bold spirit.

Grounded in the insight that coffee blends reflect personal identity, Kicking Horse created a “Blend Sign” personality quiz, helping Canadians discover which of the 11 blends best represented them. But to truly make an imprint, we needed more than clicks - we needed commitment. So we asked Canadians to literally wear their blend on their sleeve. A tattoo sleeve. In partnership with Chronic Ink, one of Canada’s top tattoo studios, we co-created 11 original tattoo designs, inspired by blends like Smart Ass and Kick Ass, offering Canadians both permanent and temporary tattoos. We then invited consumers to take the quiz and book a free tattoo at a one-day Toronto pop-up in October. All appointments sold out in under 48 hours. On event day, 470 people got tattoos - 70 were permanent - with 1,200+ attendees discovering their blend sign while enjoying kickass coffee. The campaign generated 65+ media hits and over 10M impressions, turning Kicking Horse from a coffee Canadians love to drink into a brand they proudly wear on their sleeve.