Tim Horton's is a well recognized brand in Canada since its establishment here some 50 years ago. The donut chain faces a new challenge - and that is to grow south of the border, in the US, where it lacks the familiarity and name recognition that it has in Canada. The intent is to create a sub-brand -"Timmie's" - that will appeal to an American demographic and psychographic profiles, while staying true to Tim Horton's Canadian roots. 

In order to give Timmie's a fresh new face, while maintaining a fun and friendly atmosphere, I have abstracted the imagery of the round donut, in black and white, and applied it to information boards, packaging, dishes, cups, signage and even furniture. Interior materials are an eclectic mix incorporating locally sourced items and rustic elements -such as the stools and rough-edged solid wood bar - imparting warmth, familiarity and comfort.  This cozy interior combined with the application of edgy, contemporary graphics will appeal to an eclectic user group and make the store a welcoming destination for both small town folk and urbanistas.