We were briefed to create a sub-brand for Tim Hortons Kids Meals that would engage kids and evoke the spirit of a Canadian childhood. The VIS needed to be gender neutral, fun, educational, engaging, as well as differentiated from other programs and the ubiquitous plastic toys that come free with kid’s meals.

The design solution was a playful VIS, built around a series of collectable badges, that guide you through an activities book and encourage kids to get outdoors and experience a quintessential Canadian childhood, filled with adventure and discovery.

The program launched with a winter sports theme. A sticker sheet introduced winter activities through unmistakable Tim Hortons iconography; combining the tools of the kitchen with iconic Canadian winter games. The stickers could then be placed within the activity book as a reward or onto anything else!

The fun collectable activity-based nature of the program inspired the badge-like Timmies Mini’s logo and a playful typographic treatment across the VIS. A fresh and bright colour palette true of the great outdoors supports the iconic red and white of Tim Hortons, driving engagement with a much younger audience.

The kid’s meal box takes on the form of a hold-able winter sports bag, allowing kids to emulate their sporting heroes in a fun, engaging way. Subtle details such as side pockets or the sports zip across the opening of the box become little discoveries. The activity book itself is reminiscent of a sports play book and contains as series of fun winter challenges and adventures.