Keith Ang

BGL, a build-your-own bagel bar concept, required a bold and contemporary brand identity that could communicate speed, customisation, and ease of use, while standing out in a crowded fast-casual food market.

Constraints

The identity needed to function cohesively across multiple touch points—from menus and packaging to spatial branding and campaign assets—while remaining simple enough to support a fast, intuitive ordering experience. The brand also had to balance clarity with personality, ensuring that the customisation process did not overwhelm users. As a conceptual brief, the project also required demonstrating a fully realised brand world, including art direction and campaign execution.

Decision & Rationale

I developed a confident and playful visual identity anchored by a custom logotype and illustrative mark. The logo combines a simplified bagel form with bold, rounded typography, subtly referencing the product while reinforcing approachability. Motion-inspired graphic details were introduced to convey speed and efficiency, aligning with the grab-and-go nature of the brand. A fresh yet appetite-driven colour palette—balancing cool tones with warm accents—helped position the brand as both modern and inviting.

The menu was designed as a checkbox system, streamlining the ordering process into a clear, interactive experience that reflects the brand’s customisation concept. This system was extended across packaging, merchandise, and spatial applications to ensure consistency. To bring the brand to life, I developed a campaign platform built around the tagline “B.Y.O.B.B.B.” (Build Your Own Bagel Bagel Bar), using a playful cultural reference to create memorability and tone of voice. The visual direction—featuring frontal flash and high-contrast imagery—added a contemporary edge, while AI-assisted image generation and motion tools were integrated into the workflow to rapidly prototype and execute a cohesive multi-platform campaign.