Montreal Coffee + Bagels was built by an owner-team with serious food and beverage experience, but this time they wanted to ditch the "same-same" South African coffee shop formula. The ambition was clear: create a brand with proper attitude, a premium feel, and one hero product that people would cross town for. The USP? The best bagels in town. Baked to be talked about, photographed, and craved.
Break into a crowded cafe market without looking or sounding like every other coffee spot. Montreal needed a name, identity, and tone that felt bold and modern, while making the bagel the star, not an afterthought. And because the goal was growth, the brand had to work just as well on a shopfront and packaging as it would across multiple stores, new locations, and eventually franchise-ready rollouts.
Dieselbrook handled full brand development from the ground up, from early-stage ideation and naming to a complete visual identity system. We designed the logo and brand assets, then built out the collateral needed to launch and scale: in-store and customer-facing touchpoints, packaging-ready applications, and a consistent look and feel across every interaction. The result is a brand that breaks the mould, puts the product first, and stays cohesive as Montreal grows from a sketchbook idea into a multi-store business gearing up to franchise.
Naming and identity direction
Logo suite
Core visual system (colour palette, typography, imagery style)
Brand collateral and templates
Packaging guidelines
In-store signage and environmental graphics
Merchandise design
Brand guidelines
From a concept on paper to a multi-store brand, Montreal now has a distinctive, ownable identity designed for consistency at scale, with a system that is ready to expand, replicate, 
and franchise without losing what makes it special.
