The Even Coffee roastery and cafe was founded in Montreal, a city internationally known for its vibrant and diverse artistic community. The city’s world-class music, theater, film, cuisine, and, of course, its thriving coffee culture inspire people from all over the globe to visit, explore, and create. Even Coffee was born from this atmosphere, and we’ve always believed that our story should reflect and celebrate the creative heartbeat that makes Montreal so special.
From the beginning, we envisioned Even Coffee not just as a place to have coffee but as a space where creativity, community, and collaboration thrive. Every day, our cafe serves as a place of connection for creatives who help make this city so unique. These encounters naturally sparked the idea of using Even Coffee as a platform to showcase the talent and spirit of the local creative scene. Through special projects and collaborations, we want to blend Montreal's energy and the story of Even and share it with the wider world.
Our first collaboration is a project with photographer Thomas Tessier and Creative Director Evelyne Morin, designed to expand Even’s visual universe beyond our cafe walls. Together, we are building a photo campaign that celebrates our coffee and the lifestyle that brings Even Coffee to life. This project revolves around three distinct visual themes: Even in the Studio, Even in the Wild, and Even at Home. Each one reflects the different ways our customers engage with Even Coffee, whether they’re enjoying a cup at home, out discovering the city, or working in their own space.
From the start, Evelyne aimed for the campaign to blend cohesion with a spirit of discovery, highlighting the quality of our coffee, the warmth of human connection, and the unity among all that represents the brand, including the space and packaging. As she beautifully expressed, “Even is at the very beginning of its existence, and already we can feel a community forming, with people connecting, hanging out, and pausing daily. It's truly inspiring to feel the energy of the people who coexist in the space, so I wanted to add a touch of human and organic touch in this campaign.”
Thomas approached photography with an emphasis on balance — capturing spontaneous, genuine moments while preserving an intentional aesthetic. By meticulously paying attention to light, composition, and atmosphere, he produced images that convey more than just coffee; they encapsulate a sense of belonging. He explains, “I sought to evoke something bigger- an experience, an atmosphere, something beyond the brand, something inherent to the raw place and its values- through the lens of the people who frequent it.”
This collaboration marks just the beginning of our journey to celebrate creativity and connection at Even Coffee, one project at a time. We look forward to sharing the campaign with you and hearing how it connects to you and your experience with Even!
