TIM HORTONS
Retail communications and design for Tim Hortons
Services
Client
TIM HORTONS
Collaboration
FOOD STYLING
RETAIL COMMS
Location
BKC, Mumbai
Challenge
Tim Hortons, Canada’s most beloved coffee chain, re-approached our design studio to redo their retail communications and in-store design. While the brand overall had built good momentum in the Indian market—their physical spaces were functional but lacked the warmth and engagement that could elevate the customer experience. The goal was to create an inviting, modernised environment that reflected the brand’s values while enhancing navigation, customer engagement, and overall brand perception.
Approach
We embarked on a holistic redesign strategy to transform Tim Hortons' retail spaces into warm, intuitive, and engaging environments. Our approach included a cohesive retail system with a consistent communication strategy for all retail touch-points, ensuring that branding, promotions, and customer messaging were streamlined across locations. These mainly included simplified digital menu boards with clear hierarchy and modern typography.
To complement the new in-store experience, we provided art direction and styling for Tim Hortons’ food and beverage photography. Our goal was to make the offerings look as delicious and inviting as they taste, ensuring consistency across digital screens, menu boards, and promotional materials.
We achieved this by focussing on freshness and quality. For example, we emphasised the warmth of fresh-brewed coffee, the golden crispiness of baked goods, and the rich textures of signature sandwiches. We leveraged soft, natural lighting to enhance the appeal of each product, while carefully composing shots for a clean, appetising aesthetic.
The menu was modular in nature with single panels changing with meal times of the day. Regardless of the dynamic, the look had to be cohesive with no one item taking precedence or otherwise over the other. The bestseller products were highlighted and strategically placed on each panel to ensure maximum visibility. A disciplined and sharp grid system that ensured easy legibility of prices against the menu items was carefully crafted. Signature dishes were marked with the leaf icon from the brand asset library. Overall, attention to details on all hygiene information was diligently applied.
The transformation led to a significant uplift in customer experience and brand perception. There was an improved customer engagement that responded positively to the new design, with increased social media engagement and positive feedback. The refined communication strategy resulted in a clearer menu experience, leading to improved order efficiency and increased sales of promoted items. The refreshed environment strengthened emotional connections with customers, reinforcing Tim Hortons’ position as a go-to coffee destination!
By shifting Tim Hortons’ retail communications and design from merely functional to truly fantastic, our studio helped create an immersive, engaging experience that resonates with customers. The system was developed to be scalable, ensuring consistency across multiple locations as Tim Hortons continues to expand. And, this transformation not only modernized the brand further but also reinforced its place in the hearts of all coffee lovers!
