BernBaum's icon printed on water bottle label, logo printed in green on kraft bag with bagel poking out, and cup of coffee

A local baker had an idea of starting a small bagel shop in the heart of the Upper Midwest and wanted an authentic place that connected her Jewish ancestors and roots with the feel of a NYC bagel shop. To capture this look, feel, and meaning, we investigated the history of Jewish traditions and historic bagel shops in New York City.

The colors, letter forms, and illustrations created were done by hand and carefully traced to reflect the style of the 1940's and 1950's. The letter ‘B’ stands for the word bagel, but furthermore, the letterform has a double-layered B as it’s also the owner’s joined family name, BernBaum, stemming from Bernath and Baumgardner.

The circle surrounding the letter type represents both the incredibly strong bonds found in many Jewish families as well as the more obvious reference: the shape of a bagel. The result: A minimal brand mark that will trigger delicious memories of tradition, family, and scrumptious baked goods.

Scan of sketchbook pages containing illustrations of bagels and toppings
Scan of sketchbook pages containing illustrations for chalk board design
Sketchbook containing logo design concepts laying open on desk next to camera, and pens, and white card reading talk soon
Sketchbook of BernBaum's concepts with pieces of tracing paper covering the corner

Initial concept sketches

Hand using white chalk marker to paint the BernBaum's logo on a chalk board
Close-up of chalkboard displaying BernBaum's B icon and pricing for bagels
Man drawing prices and bagel illustrations on chalkboard for Bernbaum's

Hand drawing the signs adds a homemade feel to the design

Close-up perspective of pricing and bagels illustrated with chalk on black chalk board
Black chalkboard with white chalked BernBaum's B logo, pricing for bagels, and illustrations of spread options
Black chalkboard with white chalked pricing of bagels, illustrations of plain and seeded bagels, and BernBaum's front door

The finished signs to be hung side-by-side behind the counter

Concept for windows with hand-drawn white awning, listing of ingredients, and illustrations of ingredients and bagels

Conceptual window signage on the Bernbaum's storefront.

Hand-drawn pricing chalkboard on display behind counter where two women are talking
Pricing chalkboard on display in BernBaum's near refrigerator
Metal toy appliances mounted on a white wall

Signage and interior wall decor.