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.