The ‘uncomplicated’ brand was launched across stores in 2019 and is strategically being applied as the low-cost offering in an increasing number of product categories.

Canadian Tire engaged Jump to develop a simple package design that would echo the sentiment of the brand name. The design features imagery of the product against a white background on one side with the logo and basic product information conveyed on the other. The bright aqua blue colour that is used on all products helps to signify the value position and stand out on shelf.