BRIEF: Black Seed Bagels is NYC’s premiere artisan bagel shop known for their hybrid use of Montreal and New York techniques and critical accolades.

We were enlisted by the owners and head bakers of Black Seed to give them a new visual identity that is connected to the company’s core values and to its vision of the future of their brand.

It was at this time that Black Seed was in the market to not only update their branding, but also create a line of prodcuts outside of simply bagels, which included: Cream Cheese, Smoked Salmon, Everything Bagel Seasoning, Sardines and even, a Bagel Beer.

FINDINGS: During our interview process, we helped ownership identify their core brand positioning of being a “black seed in sea of sesame” and in our brand exploration sought to demonstrate three levels of uniqueness of varying degrees, with ownership eventually choosing the most modern & adventurous.

Falling into the “black sea in a seed of sesame” tagline, was the idea of being the best bagel in the universe, something totally unique in the bagel biz.

We began to fall in live with the vibrant colors, fonts and illustrations that helped us expand on these core brand ideas.