Launching a printed magazine in 2025 might seem unexpected.
Yet for us, it made perfect sense.
Because we still believe in the beauty — and the importance — of tangible things.
In that quiet moment when you flip through a page, coffee still warm in hand.
In those rare pauses where you allow yourself to read, reflect, and be inspired.
That’s where Crema was born — a printed magazine, created as an ode to locally roasted coffee and the people who bring it to life. Published as an insert in the 22nd issue of Caribou magazine (dedicated to food and nutrition), Crema continues the same love for terroir, flavor, and human connection.
A Collaborative Magazine
Above all, Crema is a collective project.
It’s collaborative within our Oatbox team first — from ideation to partner scouting, art direction, photography, interviews, and writing, every team member left their mark.
This adventure was also shaped by a valuable collaboration with Caribou, an iconic Quebec publication and a true inspiration in the local media landscape. We share the same passion for authentic storytelling and the connections between people, taste, and place.
Finally, Crema is the result of creative partnerships with five Quebec-based coffee leaders — each representing a unique side of the specialty coffee world. Together, we set out to tell their stories: their vision, challenges, and passion, through rooted and inspiring narratives.
Five Perspectives on Quebec’s Coffee Culture
Toasteur Villeray
Brunch is often seen as a matter of pleasure — but at Toasteur Villeray, it’s also about inclusivity and community.
In Crema, we explore how this beloved Montreal restaurant reinvented itself in 2021 to better reflect its founders’ values. Inclusivity, creativity, and sustainability are on the menu — and in every detail — making Toasteur a gathering place where everyone feels welcome.
Structure Coffee Roasters
We dive into the art of the perfect pour with Structure Coffee Roasters, a Montreal team known for their barista excellence. Regulars on the competition scene, they share their best tips for mastering latte art — a practical guide for anyone who wants to turn their morning coffee into a small moment of pride.
Édika
We often dream of owning a beautiful espresso machine, without realizing that the secret to great coffee often lies elsewhere — in the grinder.
Édika, Quebec’s leading coffee equipment expert, shares its famous 60/40 rule in Crema: invest more in your grinder than in your machine.
A simple but powerful reminder for anyone looking to level up their at-home coffee ritual.
Café Pista
Long overlooked, decaf coffee is having a renaissance.
In Crema, we talk with Maxime Richard, founder of Café Pista, who unpacks this quiet revolution.
New decaffeination methods, a shift in perception, and a more conscious way to consume — decaf is becoming a thoughtful choice, without compromising on taste.
Zab Café
We explore the fascinating intersection of coffee and science with Zab Café, a Montreal roaster known for pushing boundaries.
Co-fermentation, anaerobic fermentation, thermal shocks — these emerging processes are redefining flavor and expanding how we experience coffee.
A deep dive into a world where curiosity and innovation go hand in hand.
Infusing the Art of Slowing Down
We’re inviting you to travel and explore through our “Escapades in Quebec” feature — one café, one region — presented by Club Foamo.
From the sea to the mountains, and through the city, each café we visited — Le Café des Lupins in the Magdalen Islands, Le Philtre Café in Quebec City, and Géogène in Sherbrooke — tells its own story: a landscape, an atmosphere, a way of living coffee.
It’s a journey that celebrates the richness of our regions and the art of slowing down — to savor, to listen, to observe… and to rethink our relationship with coffee.
Crema is an invitation to slow down, to savor, and to rediscover coffee as an art of living.
Behind every cup, every article, every photograph lies the same intention: to celebrate the work, curiosity, and passion of the people who make Quebec’s coffee scene thrive.
✨ Keep the moment going — email us at coffeeshop@oatbox.com to receive your free copy of Crema.