Zabars Mail Order Catalog Art Direction and Redesign

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Helping Zabar’s Celebrate their 80th Anniversary with new catalogs for gift baskets, housewares, coffee and their B2B Holiday Gift Guide.

Project Goal

Freshening up for Spring. For over seven years I've been giving the iconic and award winning mail order catalog from Zabar’s a clean up. The result is a streamlined and easier to read and use design. Further separation of images and text allows the reader to flow through the catalog with a bit less confusion. The old layout was just like Zabar’s itself. Crammed full in every corner with delicious items popping off the shelves. While the store is fun to wander in, the catalog was a bit cramped. Quality has always been the key to their selection and is unsurpassed today. Founder, Louis Zabar, demanded nothing less than the very best, and that tradition continues today – which explains why New Yorkers keep coming back for more, generation after generation.

My Role

I was very proud to be part of Zabar’s 80th anniversary celebration at 80th and Broadway. We created these catalogs to get the word out about their amazing food and tremendous holiday gifts. I worked with Zabar’s over the past 4 years to find a way to showcase their bountiful gift baskets, a New York holiday tradition. In the pages of this years 5 new catalogs, you’ll find lots to choose from and even more online or in store. Over the years, the catalogs continue to sell out every year. Though I'd like to think my design had some part in that. I know it's really the rugelach :)

Freshening Up For Spring

Zabar's Catalog Design of Cover and Welcome page
Zabar's Catalog Design of Cover and Welcome page in perspective
Zabar's Catalog interior page Design
Zabar's Catalog page layout design
Zabar's catalog page design
Zabar's Catalog Design spread
Zabar's Catalog Design
Zabar's Catalog Design of coffee section
Zabar's coffee catalog design
Zabar's Catalog Design Covers
Various Zabar's Catalog Cover Designs
Close up of various Zabar's catalog cover designs
Inside of Zabar's Catalog
Spread of Zabar's mail order Catalog
Spread of Zabar's mail order Catalog
Spread of Zabar's mail order Catalog

80th Anniversary Catalogs

Zabar's 80th Anniversary Catalogs
Zabar's 80th Anniversary Catalog Design
Various Zabar's 80th Anniversary Catalog Designs
Zabar's 80th Anniversary Catalog Design
Zabar's 80th Anniversary Coffee Catalog Design
Zabar's 80th Anniversary Catalog Design Fish Section
Zabar's 80th Anniversary Catalog Design
Zabar's 80th Anniversary Catalog Design
Zabar's 80th Anniversary Coffee Catalog Design

So what was the outcome?

Note celebrating the launch of Zabar's 80th Anniversary Catalog

#zabars

A post shared by Tom Morrell (@thomasamorrell) on

Zabar's redesign on way.

A post shared by Tom Morrell (@thomasamorrell) on

The final reveal! So much fun.

Thomas Morrell Designing Zabar's 80th Anniversary Catalog

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