A Brooklyn-based baker reinventing the New York bagel with a fermented vegetable yeast from the mountains of Japan. They wanted a brand identity that will stand out on the shelves of boutique grocers that reflects how fun and playful Bagel Bunny is.

Founder, Sakura Smith, was selling her fresh bagels to cafes and was ready to take the next step and sell her bagels in a handful of grocery stores throughout New York. My role was to formalize a brand identity around the hand drawn illustrations her mom has been water coloring of cute bunnies eating bagels, create a logo and packaging design that would stand out on the shelves! 

Goals/Requirements: 

• Single color logo • Keep it fun and playful • Packaging design with nutritional info

I first looked at successful packaged good brands with fun, modern/DTC brand identities to put together a mood board. We wanted the wordmark logo to feel as fluffy as the bagels are when Sakura pulls them out of the oven. I hand drew the logo and pulled motifs that are staples in the Bagel Bunny aesthetic- a yummy pink, scalloped edges, serif fonts, a color palette for each bagel flavor, and illustrations from Sakura's mom, Noriko Smith.

You can find Bagel Bunny at Salter House in Brooklyn Heights and East Village, Dimes Square, East Village Organics and other boutique grocers throughout the city.