The Brand: Coffee Time is a Canadian heritage brand, catering to customers across the country from over 100 locations. With quality experiences, being socially responsible and remaining environmentally friendly at the forefront of the brand—a Canadian staple devoted to reliability. 

The Ask: Establish a long-term positive relationship with the next generation of working-class Canadians through a rebrand.

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The Problem: People want a sense of community; not a cup of coffee. 

The Strategy: Craft a coffee experience that seamlessly slips into the working Canadian’s lifestyle. 

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Insight: Canadians drink coffee out-of-home for convenience, quality and community.

Canadians love to drink coffee. With 30% of all cups being consumed out-of-home; there’s a shop around every city block. But customers look for more than a cup of joe. They seek a sense of belonging, intimacy, and welcoming spaces to do their work.