Tim Hortons Brand Identity Maps City Culture Through Coffee

Studio le_m has crafted an extensive brand identity initiative for Tim Hortons, utilizing coffee to transform urban environments into visual representations. This campaign shifts from conventional coffee branding to a more localized approach, showcasing architectural elements and ambiance through graphic designs. The iconic circular logo from 1964 has been reimagined into a vintage-style heritage emblem that highlights the brand's deep roots in Ontario. The studio has developed a complete system featuring city-specific symbols for Montreal, Vancouver, and Toronto, with unique color palettes: red for Montreal's historical essence, green for Vancouver's sustainable urban setting, and coral for Toronto's vibrant spirit. These colors are incorporated into key visuals and product packaging, extending to large outdoor billboards and street graphics. Handwritten elements and distinct textures foster a personal connection amidst lively city scenes.