Hank’s Bagelry has long been a beloved neighbourhood staple, known for its delicious bagels made with fresh ingredients paired with coffee fit to service the high standards of Melburnians. As the business prepared for expansion, Hank’s saw an opportunity to redefine its brand identity to not only stand out in a crowded market saturated with sandwich and bagel competitors but also to evolve while preserving its original community spirit.

The renewed identity of Hank’s Bagelry by Studio Ongarato draws inspiration directly from its most iconic product: the bagel itself. This familiar form becomes a central character , an expressive, whimsical symbol that captures the relationship between part and whole, between product and experience. This character introduces a new layer of charm and personality, embodying the brand’s ethos of “holesome goodness.” Collaborating with illustrator Shoba Tsuchiya, Hank’s brings this concept to life through a series of playful, tongue-in-cheek scenarios. These illustrations and narratives imbue the brand with humour, warmth, and approachability, connecting emotionally with a broad audience.

Visually, the updated identity is anchored by a simple, singular colour palette that echoes the brand’s core values: freshness, honesty, and simplicity. This restrained yet distinctive visual language evokes a sense of timeless nostalgia, while remaining modern and fresh.

Whether expressed through in-store signage, product packaging, or digital platforms, the new identity reinforces Hank’s commitment to quality and community. It retains the heart and humility of a neighbourhood favourite, while establishing a memorable and iconic presence ready for growth and recognition beyond its original roots.