Tims Dairy - Greek Family
Yogurt Packaging
Discover Delicious Again
The Task
Tims, a proudly independent, Greek family-run yogurt brand embarked on the ambition to significantly raise its profile and attract new consumers.
It was time to sharpen the brand’s impact on shelf, while preserving the warmth and authenticity that sets Tims apart.
A new brand positioning was developed — centred around ‘remarkably delicious Greek family yogurt’. The task was to bring that promise to life through a confident pack refresh across retail and foodservice.
The Idea
The idea, Discover Delicious, expressed the sensory joy of Tims while rooting the brand in its Greek heritage and British ingredients.
This meant evolving recognition without losing familiarity. Boosting deliciousness without sacrificing clarity. And refreshing the identity to match the ambition behind it.
Crucially, we also helped the brand transition from Tims Dairy to simply Tims, a bold step forward that gave the brand space to grow.
We partnered with lettering artist Oli Frape to carefully evolve the Tims logotype, refining, not reinventing. The goal was to retain recognition while aligning with the new brand idea. The result is a smoother, creamier wordmark — rich in personality, with soft curves that echo the indulgent texture of the yogurt.
A refreshed palette brought clarity and shelf presence, with each SKU given its own vivid, natural tone. We rebalanced the hierarchy to improve flavour navigation and drive pick-up.
The illustrations were reimagined to bring greater vibrancy and a sense of realness to each flavour, while retaining the soft, natural feel of the original watercolour style. This balance of freshness and craft helps dial up deliciousness and supports clearer variety recognition across the range.
The Result
The new identity gave Tims stronger presence where it counts. In fridges, on shelves and in the hands of new customers.
The rebrand has been well received by retailers and buyers, with improved standout, clearer navigation and a more premium feel across formats. The brand is now better equipped to grow in Grocery and hold its ground in Foodservice, all whilst being unmistakably Tims.
