TABBBB

An office break becomes the idea behind a brioche brand.

M—N created TABBBB as an online brioche shop with an identity built around the everyday language of office work. The name begins with “Take A Bread”; its additional Bs refer to bread, butter and breaks. Browser tabs and keyboard keys become a packaging system: a trapezoidal box resembles the Tab key, while an extended tab identifies each flavour. Six brioche flavours receive distinct colours within a palette that combines folder brown with brighter yellow and blue. The digital experience extends the idea through pixel graphics, open windows and food photography. Two custom typefaces support the system: TAB Dough supplies pixel-based headlines, while TAB Display combines a semi-monospaced structure with rounded details and contextual alternates. The identity also reaches keyrings and stickers, carrying the office-inspired concept beyond the bread box.

Set in TAB Dough, TAB Display