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Very few names across Canada’s brandscape evoke childhood nostalgia quite as vividly as Zeller’s. Once a cornerstone of Canadian retail culture, Zellers occupies a cherished spot in our collective minds, its legacy enduring despite its rise, fall, and recent revival.

Zeller’s was founded in London, Ontario, in 1931, and later acquired by the Hudson’s Bay Company in 1978 (which it still does to this day). At its peak in 1999, the chain boasted 350 stores across Canada. Originally named ‘Zellar’s’ with an apostrophe, the brand dropped this punctuation in 1973. By 1975, Zellers adopted a more expressive, free-flowing bright red logotype. According to the associate newsletter, this new visual identity was selected for its distinctiveness, modern appeal, and easy recognizability. It is this version of the Zellers logo which is perhaps the most iconic, and perhaps the one most deeply etched in our memories, where our associations with the brand remain in our subconscious.

This simple, small, printed Kraft paper bag predates the more well know identity, and comes from the period immediately preceding it — a time when the brand presented itself as ‘Zeller’s Country Fair’ (adopted in 1962). The design includes a calligraphic ‘Z’ symbol which was introduced in the same year. The design, screen printed with red and blue rotating strands, revolves around this ‘Z’ symbol like a pinwheel and would have been used for smaller sized purchases.

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