Zab Café
Designer | Marc-Étienne Gingras
Location | Montreal, Quebec, Canada
Launch Date | January 5, 2024
We wanted to align the brand image with the company's personality, which has truly come into its own over the years. We wanted to primarily refresh our image, although the old one was very effective. The good thing about the old logo was that it allowed the company to stand out from the competition, but it did not reflect Zab's true personality in everyday work. It was also difficult to read or print on a small scale and challenging to adapt while staying "on brand".
Regarding specific references, our graphic designer has a penchant for embedding obscure symbols or references in his work, often for humorous effect or to bring a smile to those who decipher them. To name a few, the "bubble letters" pay homage to hip-hop culture, which deeply influenced several individuals within the company and continues to hold a special place in their hearts. Flowers play a prominent role in our new branding, serving as a representative symbol of ZAB. The name ZAB is derived from Elizabeth, the mother of the founder Edwin. We see these flowers as emblematic of spring, symbolizing a rejuvenation of life after winter. Additionally, they embody nature's bounty, including the delicious beverage of coffee.
