Tim Hortons’ coffee brand in grocery is just as popular as the iconic Canadian QSR that started it all over 50 years ago. However, over the years the product line has become quite diverse, encompassing over 70 skus in the hot beverage category. The explosive portfolio growth, brought with it some inconsistency in packaging and shelf presence over the years. Our challenge was to redesign Tim Horton’s grocery offering, to have a more identifiable and breakthrough look in the aisle: we wanted people to grab their Timmy’s in the grocery store as easily as they can in the restaurant. We took inspiration from the iconic logo, proud heritage and the warm memories of visits to Tim Hortons restaurants, creating an unmissable red beacon in grocery. Shoppers took notice.