Making wellbeing accessible to everyone

Zinnia bakery & café branding

A café can be so much more than a place to grab coffee and run. It should be a place of community and gathering. A place where one can energize their mind, body, and spirit. This was the vision for the cafés inside the Holbrook collection of active adult living facilities. Vigor was asked to bring it to reality.


Decatur, Georgia

Year Completed


Team Size

Vigor 5 / Client 5


Brand Strategy, Concept Development, Narrative, Naming, Brand Architecture, Identity Design, Menu Systems, Uniforming, Interior Design, Wayfinding/Signage, Environments, Packaging

An enriching offering, ready to blossom

Holbrook’s café concept was positioned to blossom across each of the community’s locations. Despite different footprints, the experience was to be rooted in a belief that what is put into the body can and should enrich it. From the coffees through the product mix, the aesthetics to the retail offering, this multi-unit café had to exude an air of wonder and enrichment.

Zinnia bakery and cafe branding

A bouquet of life poised to bloom

The brand was focused on delivering a cultured, serene, and attentive experience. Those traits inspired the café’s name and aesthetic: Zinnia.

The zinnia is a beautiful genus of sunflower renowned for their vibrant colors. The flower served as the muse for the café’s brand identity design. From the lush floral notes in the logo through the small touches found in the secondary elements, the zinnia bloomed a gorgeous brand experience.

Earth laughs in flowers.

– Ralph Waldo Emerson

Stop & smell the zinnias

The Zinnia brand combined classic metallic textures with bright, floral colors to create a modern brand that was rooted in classic style. The simple menus were designed to be easy to update while supporting the brand’s aesthetic. 

The Vigor team even collaborated on the retail offering including the development of Zinnia products. A hummingbird enamel pin was one such product that helped enrich the serene aspects of the brand.

The brand’s touchpoints combined with the interior space created an experience worth exploring. It caused people to stop and smell the zinnias time and again.

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