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

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