To be recognizable by its current demographic, but appeal to a younger audience that may not have considered Times other than with their parents/grandparents.

While sketching our goal was to find a solution that caters to the supermarket’s local history or an element of the previous logo that can be found in the new one. The new one should be iconic, timeless, and versatile.

A new identity that is still charming and has a touch of nostalgia. The charm is seen in the piggy/piggy bank's expression. That similar expression is a nod to the previous logos’ “ wink and smile”. The logo gives room for potential ad campaigns (animations, commercials, plushies, etc.) and branded bags/merchandise that can be used on their next visit.

Clarendon URW gives Times a feeling of modern but old. It is a serif type that still resembles a sans serif type because of its shape. Adelle Sans is a nice supporting type that contrasts from the big “Times”, this gives the name clear hierarchy and quick readability.

The colors were chosen to bring an enthusiasm for shopping at Times and using the branded packaging/bags. The orange gives excitement and warmth, while the yellow is a sign of wealth and wisdom. Finally, the gray being the foundation for it all.