Lifelong Crush has been tapped as the first agency of record for Canadian brand Kicking Horse Coffee.

Kicking Horse is looking to Lifelong Crush to develop its first international platform, launching in Canada and the U.S. The intent of the work is to support Kicking Horse’s expansion, and to create “culturally relevant and rebellious moments” that bring more attention to the brand, according to a news release announcing the move.

Lifelong Crush was selected through a competitive pitch process that included five agencies, the brand says. New creative work for Kicking Horse Coffee is expected later this fall.

“Lifelong Crush really understood the essence of our brand and history and that showed up in a strong creative strategy and truly nailing the tone of voice,” Kicking Horse Coffee CMO Lori Hatcher said in the release.

Lifelong Crush partner and chief creative officer Christina Yu added: “We’re an agency full of unconstrained thinkers that seek to break with convention, so to be able to collaborate with a similar team at Kicking Horse to shake up a sleepy coffee industry, ‘buck’ the trends and ignite what already exists in the Kicking Horse Coffee DNA really excites us.”