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