Zach, owner of the Black Mountain Bagel Lab, contacted me about about creating the visual identity for his new company and as soon as he told me the name, the gears started turning. My first thought was that this was a nice break from companies named “Smoky Mountain_____”. I really appreciated the creative nature of the name and I was excited to bring him on as a client. We worked together to define who the Bagel Lab would be, nailed down the creative brief and then the identity took off from there!

The Brief:

The Black Mountain Bagel Lab is a made-to-order bagel shop with an offering of unique and experimental bagels coupled with the experience of slowing down to enjoy a good meal, made with premium ingredients in a warm, welcoming, and cozy atmosphere. Everything from the layout of the shop, to the logo, merch, signs, and everything in between should make each passerby whisper to themselves “ooh, I bet their bagels are good.” When you walk into their shop, you’re greeted at the door with “the comfort of nostalgia and the excitement of discovery.” Patrons of the bagel lab are instantly transported to New York when they smell and taste the classic bagels that everyone knows and loves. But for the bold and adventurous customer who is intrigued by how far a the definition of “bagel” can be pushed, they will enjoy the experience of new, delicious, and complimentary flavors of bagels and spreads that one only gets through experimentation. This is no ordinary bagel shop, the Bagel Lab mixes, tweaks, experiments, adds, adjusts, and plays with flavors all in the name of providing customers with a bagel experience that they’ve never had before. The Bagel Lab invites you to take a break from your busy day, and enjoy a fresh, made-to-order bagel for customers ranging from classic lovers to flavor pioneers.

“Working with Todd has been an absolute and total pleasure. From start to finish he made me feel comfortable to dream big about my business while at the same time being realistic and practical in his approach. He inquired and listened then ultimately created a brand identity that not only breathed life into my vision, but also showcased his creativity and knowledge within the branding space. Not to mention, we had an absolute blast in the process!”

- Zach Henken, Owner