The Great Canadian Bagel

Branding and Identity Design | 2022

Design Objective

The goal is to create a concrete identity to gain a better outreach into the communities The Great Canadian Bagel serves.

• Cohesive visual identity

• Promoting and advertising

• Resonate with target audience

Problem Context

Being a cafe and catering service franchise that serves breakfast and lunch, The Great Canadian Bagel is in a competitive industry and must strive to stand out from the rest along with keeping up with the times to better connect with their patrons.

Process

Research

Current Identity

• Homey, cozy and rustic
• Brand identity unclear
• Many different typefaces
• Photos of food with orage filter
• Logo looks rustic and simple
• Logo features small maple leaves in two bars

The Market

Cafe
• Office workers and students
• Quick meal or sit-ins to do work • High-Traffic

Catering
• Offices and other work settings
• Appear more luxurious/ high-class and modern

• Franchise has different image that small cafes

The Competition

There are many competitors now also serving all-day breakfasts and even more cafe spots to choose from. However, what sets The Great Canadian Bagel apart from these other places?

I analyzed the visual identity and the correlation to the business of other popular chains.

Essence Words

Homey

Contemporary

Rustic

Development

Inspired by the imagery of the bagel the company is most proud of, I wanted to create a logo that fit the essence of the brand. The idea was the splitting and sharing of a bagel. I created many variations of designs playing with space and direction.

Initial Sketches

Initial Rendered Design

Solution

As The Great Canadian Bagel’s branding needed a modern revamp, to better cater to their patrons needs and wants, I have created a logo as a start to this project. The next steps to be applied are to create applications of this new brand identity onto packaging, and products, applying it to social medias followed by creating an updated version of their website and store front.