Canada’s largest restaurant Tim Hortons was founded by the ice hockey player himself.

Tim shared his great love for fresh coffee and donuts with his teammates and subsequently the rest of Canada. Over time establishing Tim Hortons as an integral part of Canadian culture.

With a new global expansion, the brief was to capture the duel spirit of both Canada and Tim Hortons in a way that spoke to both loyal Canadian’s and new customers around the world.

The design solution was to create a suite of unmistakable assets that celebrate iconic Canadian products and illustrate Tim Hortons ice hockey and Canadian heritage.

The creation of a signature Tim Hortons plaid simultaneously places both Ice Hockey and Canada at the heart of the brand in a truly unique way. With hockey sticks and pucks forming the distinctive checkers of Canada’s most famous pattern.

A series of icons capture Tim Hortons credentials as Canada’s most loved coffee shop.

Signature red cups and a maple leaf form the Canadian flag, whilst other well-known Canadian sign posts form a suite of marks unique to Tim Hortons.

The iconic Tim Hortons script was recrafted to allow for playful interaction with their famous products, along with the creation of a colloquial shorthand ‘Tims’ marque. The illustration style is born from the fluid nature of the marque, with a crisp and clean execution. With the colours of Canada inspiring a refreshed red and white palette, augmented by a signature rich coffee brown.

The Tim Hortons tone of voice embodies the warm and welcoming spirit of Canada. Using friendly and inviting language that captures a sense of teamwork and community. Even the most mundane of messages is complemented with a truly courteous Canadian sign off.

The overall visual identity is reflective of the man who started it all; big hearted, warm and joyful.