Strategy · Identity · Campaign
Sector
Food, bagel bar
Services
Brand strategy, identity, menu, signage, outdoor posters, uniforms, social media
Role
Strategy and creative direction
About the project
A build-your-own bagel bar with one anchor: a single cobalt blue that connects the menu, the uniforms, the windows and the feed.
The challenge
Make a bagel order feel personal.
BGL lets every customer build their own. The brand had to turn that idea into a voice and a system, playful enough for the counter and strong enough to stop people on the street, starting with the strategy before any visuals.
The outcome
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