Norway is home to the highest consumption of coffee, per capita, in the world. Despite it's familiarity and attention to quality, Kjeldsberg Coffee had not managed to create a clear position for itself in a crowded market. Although Norway has, like many others, been infected with Continental and American coffee culture, most of the coffee consumed in Norway is still good old, uncomplicated, down to earth black coffee. With Kjeldsberg's claim of "Proper Coffee" we wanted to focus on those unsung heroes who help make our society go round. Those who do a proper job, with a little help of course from a good cup of uncomplicated black coffee.