This bagel shop identity was inspired by my years in New Jersey and New York, where delis, bodegas, and breakfast chains are everywhere—but the memorable ones always have a distinct personality.

I began with hand-drawn illustrations of an everything bagel to clearly differentiate it from a donut silhouette, giving the brand a playful yet authentic core mark. The color palette draws from the classic bagel-with-lox combo: warm bread tones paired with salmon pinks, cream cheese whites, and caper greens. This mix brings unexpected vibrancy to a category often dominated by muted browns.

For packaging, I designed with social sharing in mind. An Instagram story can be as valuable as a paid ad, so I leaned into layouts, illustrations, and type treatments that make every to-go bag, cup, and wrapper photogenic—turning breakfast into free marketing.