THE CHALLENGE
McCafé needs an authentically Canadian holiday cup
Tim Hortons owns Canadian coffee loyalty, leaving McCafé, a largely American brand, searching for their own distinct Canadian narrative. The holiday collection presented a unique opportunity to connect authentically with core Canadian values: family, friends and community.
THE PROCESS
Finding authenticity through community
As a Nigerian living in Canada, I faced the challenge of authentically representing Canadian holiday traditions. Rather than relying on desk research, I had conversations with Canadians about their holiday memories and let their stories guide the design. This revealed insights research would have missed: how Canadians connect through cards sent across vast distances, the warmth of small winter gestures, and symbols that unite different provinces.
%20Large.jpeg)
THE INSIGHT
Distance inspired the design direction
The breakthrough came from understanding how far Canadians are spread across provinces and how mail brings them together during holidays. Postage stamps became the perfect metaphor, they carry love across distances, just like a warm cup of coffee shared between friends.
.png)
.png)
THE SOLUTION
2024 McCafé Holiday Cup connects Canadians through shared stories
Postage stamp framework creates collectible moments
Warm color palette brightens Canadian winters while celebrating the holidays
Canadian icons unite communities coast-to-coast
Pattern system scales seamlessly across all cup sizes
String lights add warmth and break the rigid stamp grid
PUSHING FUTHER
Expanding the Stamp System Across Touchpoints
The design system could be scaled to real stamps and in-store displays. Each element reinforces the "sending warmth" message while maintaining visual consistency.
THE IMPACT
Converting new customers through cultural resonance
The campaign could drive a 20% increase in Canadian coffee sales by attracting new customers and families. Post-holiday customer loyalty is projected to rise by 15% as customers form emotional connections with the brand through this authentic celebration of Canadian holiday spirit.
Personal impact:
This project was part of my application for Cossette's summer internship program and successfully secured me the internship. It also placed me on the team supporting the creation of the 2024 McCafé holiday cup
This project was part of my application for Cossette's summer internship program and successfully secured me the internship. It also placed me on the team supporting the creation of the 2024 McCafé holiday cup
.svg)
