Zab Café
Designer | Marc-Étienne Gingras
Location | Montreal, Quebec, Canada
Launch Date | January 8, 2024
Our primary objective was to refresh our coffee bags, despite their previous effectiveness. We aimed to better embody the evolving personality of our company through these new designs. While the old design helped us stand out, it didn't fully capture the essence of Zab in our daily coffee experience. Each bag now has its own distinct identity while remaining cohesive with the others. 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. We also resized our medium-sized bag to 808g as a tribute to the Roland TR-808. One of our most beloved coffees is Joyeux Roger. Its illustration directly references our previous branding, featuring a hand holding a golden coffee bean and a skull reminiscent of those found on our early bags.
