Mc Cafe

McCafé 2024 Holiday Cup Designs

McCafé needed a Canadian holiday story it didn't have. Real conversations revealed how distance defines Canadian connection, so the 2024 cup collection turned postage stamps into a metaphor for warmth sent across provinces, one cup at a time.

Concept, Design & Copy: Rubiat Fusigboye

Client: McCafe Spec - Cossette

Timeline: March 2025 (1 weeks) - Never Have I Ever S1-S2

Problem

Tim Hortons owns Canadian coffee loyalty, leaving McCafé, a largely American brand, without a distinct Canadian narrative. The 2024 holiday cup collection presented an opportunity to connect authentically with core Canadian values: family, friends, and community. McCafé needed to feel Canadian, not borrowed.
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Context

As a Nigerian living in Canada, I couldn't rely on assumptions about Canadian holiday traditions. Instead of desk research, I had direct conversations with Canadians about their holiday memories. Their stories revealed what research would have missed: cards sent across vast distances, small winter gestures, and symbols that quietly unite different provinces.
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Idea

The breakthrough came from understanding how far Canadians are spread across provinces and how mail brings them together during the holidays. Postage stamps became the perfect metaphor, they carry love across distances, just like a warm cup of coffee shared between friends. Distance became the design direction.

Made for Now
(and Next)

One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Art Director: Rubiat Fusigboye
Client: Ikea Spec
Timeline: Feb 2025

Problem
One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Context
People's lives aren't linear. Home has to absorb constant change, new routines, new people, new pressures, often without budget or energy for a full reset. When life shifts, people don't replace everything. They reconfigure what they have and find real satisfaction in making things work cleverly and personally.

Idea
Made for Now (and Next) keeps IKEA's iconic Swedish names but adds a twist, pairing each product with the many ways people actually use them. Stop searching for the perfect niche item. A combination of IKEA pieces rearranged, re-zoned, or reinterpreted sparks curiosity to check IKEA first and imagine what's possible. Your home, as unique as you are.