Bagel Monster — Brand Creation for a Cult Bagel House in South London
I created the full brand for Bagel Monster, a new urban bagel house opening in Beckenham, South London. The concept is built around big, fully loaded bagels baked fresh in-house each day, with bold flavour combinations and a limited-run, “get them before they’re gone” energy.
Positioned to become a local favourite with cult appeal, the brand was designed to resonate with the neighbourhood while drawing visitors from further afield. From the name to the bold visual identity, the project sets the tone for a brand built on character, flavour and community.
Brand Strategy & Positioning / Brand Naming / Visual Identity
Big Flavours, Bold Positioning
The strategy was to position Bagel Monster as more than just a local bagel shop. Built around fully loaded bagels baked fresh in Beckenham, South London, the brand leans into its “big, bold, limited” concept to stand out in the growing food scene. This gave Bagel Monster a distinct identity as a neighbourhood favourite with cult-level appeal.
A Name with Bite
Bagel Monster was created as a name with instant impact — playful, memorable, and full of character. It captures the brand’s big personality and appetite for bold flavours, while also laying the foundation for merchandise, local collaborations, and long-term brand storytelling.
Hand-Illustrated Identity
The visual identity brings the Bagel Monster name to life through a custom mascot illustration paired with bold typography and high-contrast colours. Designed to be as iconic on a shopfront as it is on a T-shirt or package label, the identity gives the brand flexibility, recognition, and strong visual presence both locally and beyond.
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