BGL

Bold, playful, and unapologetically fun, the branding for BGL captures the energy of a modern bagel bar with attitude. It blends street-style confidence with a warm, food-driven sensibility, creating a brand that feels both iconic and approachable.

Inspired by fast-paced kitchens, New York deli culture, and the joy of custom-made food, the identity combines strong typography, graphic contrasts, and character-led elements to bring personality into every interaction.

Every detail is designed to make BGL instantly recognisable, from signage to packaging, building a brand experience that feels dynamic, memorable, and full of flavour.

This project was developed as part of a creative brief and is a conceptual brand.
It showcases my approach to building a full brand identity, from strategy and visual direction to real-world applications.

The same process and level of detail can be applied to any client project, creating thoughtful, cohesive and impactful brand experiences.

A complete brand identity designed to translate seamlessly across all touchpoints, including:

• Strategic positioning & creative direction

• Logo suite (primary, secondary & mark)

• Colour palette & typography system

• Custom illustrations and brand assets

• Visual identity development

• Packaging, print and in-store applications