Tenure is everything in client relationships at Pigeon. For 17 years we had the honour of developing brand identity, brand messaging, packaging design and campaign creative for Canada’s most iconic brand.
Beginning with the initial ask to develop a unique and compelling 40th anniversary commemorative campaign, we travelled the country interviewing and documenting true life stories of Canadians that had been touched by the brand that featured prominently on packaging. And then, on to the magic of the festive season developing and branding the powerful “sweater cup campaign” that ignited an exciting and emotive marketing campaign that captured ‘warmth in a cold world’ to knit together the fabric of a nation. During our partnership spanning nearly two decades the variety of strategic and creative opportunities were far reaching and rewarding; one of the marquis experiences in our collective creative careers.
We strived to build a consistent identity and brand-travel strategy for all communications to successfully extend beyond the logo. We ensured synergy across multiple channels ranging from packaging in domestic and international restaurants, POP and OOH, fleet design, signage, menu boards, brand guidelines and much more. Diving deep into the category and consumer mindset allowed us the insight to express the brand’s truth. Virtually every visual touchpoint from the hero Tim’s coffee cup to Timbits packaging, menu boards and Roll up the Rim campaigns passed through the creative doors of Pigeon during our 17-year term. Taking our iconic Canadian brand to the world, we were the first to support Tim Horton’s global rollout with images and design from the Pigeon-inspired creative ecosystem appearing in Dubai.
We are proud to have been part of the journey of this great Canadian brand seeing it grow from 2,000 to 4,800 restaurants in Canada and the U.S. and nearly 5,000 locations worldwide. To this day our founder starts his day at the drive-thru window of Tim Horton’s ordering the iconic double double.