CATEGORY

Comprehensive Identity Programs

LEVEL

Student

RANK


DESIGN CREDITS

School

School of Visual Arts


TAGS

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LINKS

Hee Ra Kim
Gramercy Bagels

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CLIENT

A small bagel shop in the Gramercy neigh­bor­hood in New York, NY. This shop is famous for their soft bagels—they also sell sand­wiches, pas­tries, cook­ies, etc. There­fore, chil­dren and old peo­ple are fre­quent clients.


BRIEF

I picked one of the loca­tions on 3rd Avenue between 23rd Street and 14th Street in New York and I redesigned the entire business.


APPROACH

First, deter­mine the prob­lems of its cur­rent brand­ing. Visit place, take pic­tures, and research the his­tory. What do they sell? What’s their story? Who are their com­peti­tors? And cre­ate a mood board of what I think it should feel like: col­ors, type­faces, and mate­ri­als. Think about who the audi­ence will be. Choose my favorite logo sketches and test them on how they would extend to other sur­faces. Make refine­ments on a cou­ple of cho­sen logos and start apply­ing it across the sys­tem. Refine design, and flush out the entire sys­tem. Because the tar­get audi­ence is chil­dren, I redesign it with their per­spec­tive in mind.

You could order a mil­lion dif­fer­ent com­bi­na­tions of bagels at a bagel shop (e.g. sesame bagel with cream cheese, a plain bagel toasted with tomato, an every­thing bagel with… and so on). Bagels and their top­pings are as diverse as peo­ple. Hee Ra suc­cess­fully expressed this in her designs, by lit­er­ally dress­ing up the iconic shape of a bagel with hats, facial hair, and glasses. A design that makes total sense, and is a lot of fun. — Julia Hoff­mann, Pro­fes­sor at School of Visual Arts

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