Wicked Bagels
Based in Singapore, Food Fresh is a B2B supplier of artisan cakes, pastries, and gelato for the HoReCa industry. The company is now launching a New York–inspired bagel concept offering authentic, affordable bagels through a retail takeaway model designed for the Orchard/CBD area, with future scalability for heartland stores and potential franchising.
DURATION
2 weeks
ROLE
Senior Graphic Designer
TOOLS
PowerPoint
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
The Challenge
To lead the development of a distinctive brand concept for a new bagel collection inspired by the iconic New York–style bagel. The challenge was to capture the authentic spirit of New York while creating a brand identity that feels fresh, relevant, and appealing to the local Singaporean market.
The Objective
To craft a brand concept that stands out from other bagel brands in Singapore by blending urban New York energy with a contemporary, local sensibility.
The Rationale
behind the brand
Inspired by New York City, Wicked Bagels logo represents the New Yorkers which are known to be bold, daring, liberating and unapologetic. No excuses for being you, resilient and full of character!
Wicked Bagels exude a cheeky and punchy personality, characterised by rough textures, fun edgy elements and dynamic handwritten fonts. This distinctive aesthetic lends a personal touch and infuses the brand with its own unique charm.
Developing the brand
To infuse a local touch and resonate with Singaporean audiences, I developed a series of character personas inspired by the distinct flavours of the bagels. Each character embodies a unique personality that reflects both the flavour profile and the vibrant spirit of Singapore, making the brand more relatable, memorable, and culturally distinctive.
Branding guidelines
Leading the creation of a brand from the ground up meant shaping every touchpoint with intention, from guiding the web design direction to developing a cohesive set of brand guidelines. These guidelines serve not only as a foundation for visual consistency but also as a creative framework for future designers to build upon.
My personal takeaway...
This project was one of the most exciting highlights of my design career. It was a brand I immediately connected with for its wit, boldness, and playful personality. With full creative freedom, I worked closely with the project managers to capture the true essence of what makes these bagels irresistible.
We called it Wicked Bagels because, let’s be honest, bagels aren’t exactly the healthiest choice. But that’s the fun of it. It’s indulgent, a little rebellious, and unapologetically satisfying. So if you’re feeling wicked today, go ahead and treat yourself to a bagel.