“A black seed in a sea of sesame.” Selling bagels in New York City might not be the most innovative thing in the world, and creating a brand that stands out and is relevant in a scene so competitive is tough. However, Black Seed Bagels no only has such a different brand positioning, but it does it in a way that is so unique, modern, and ownable by new yorkers. This bagel joint has been around since 2014, but recently Saint Urbain was tasked with the challenge of updating their branding and helping them understand better what their voice was as a brand.
With a simple, bold, and minimal approach, the creatives at Saint Urbain used illustration as a straightforward and playful way to engage with people. Everything about this visual identity is inviting and fun, almost like a good old friend that you secretly know is one of the coolest persons you know. Branching out with new and more diverse products, Black Seed Bagels’ new identity gives them a lot of room to move and grow.
Black Seed Bagels Rebranding by Saint Urbain