Linda Sue Strong
Brains of the Operation
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Case Study: Bantam Bagels

 

Rebranding Bantam Bagels

With a brick-and-mortar store in New York City and a deal on Shark Tank under its belt, Bantam Bagels approached Strong Studio to update and elevate its branding in preparation for a launch in supermarket freezer aisles and Starbucks pastry cases nationwide.

CHALLENGE

The existing brand lacked cohesion and an authentic New York City feel. Multiple packaging prototypes exacerbated brand confusion and failed to communicate the superior quality of the product. A complete brand overhaul was needed including logo, packaging, website, and marketing materials.

The company’s prior attempts at creating logos and packaging failed to create a recognizable brand or communicate the premium quality of the product.

The company’s prior attempts at creating logos and packaging failed to create a recognizable brand or communicate the premium quality of the product.

SOLUTION

Inspired by the classic bistro, I employed distinctive typography, graphic elements, and shapes to create a sophisticated mark that could be applied in a variety of formats while remaining consistent and recognizable across multiple product lines.

From inspiration…

From inspiration…

…to sketches…

…to sketches…

…to typography….

…to typography….

…to working with the design team to achieve a polished final logo.

…to working with the design team to achieve a polished final logo.

Anticipating a variety of formatting needs, the logo family includes a horizontal logo and a shortened “BB” mark. And, the icon at the bottom of the logo provided an opportunity for customization across a range of products.

The color palette further evolved to include colors indicating each of the product flavors, as well as a bright blue and white palette for the more casual Bantam Pancakes product line.

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The overall look and feel of the product was established on the initial product, Bantam Bagels. With product photography and ingredients set against a dark slate background, the brand became easily identifiable next to the flat, bright colors of the…
The second product, Bantam Pancakes, is positioned as a grab-and-go breakfast at a lower price point. By bringing in a bright blue background, gingham tablecloth, and subtle sunshine burst behind the logo, the packaging design strikes a casual tone …
For Egg Bites, the Manhattan Bridge was added to a lighter slate background to reinforce the authenticity of these New York bagel, egg, and cheese bites, and a secondary “Egg Bites” logo helps to differentiate the product from the original Bantam Ba…
The Bantam Times became such a successful conduit for telling the company’s story that it was later incorporated onto the backs of the product boxes.
Copywriting and editing helped to keep the tone and voice on brand, with different articles on each product flavor.
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The Bantam Bagels brand also had to stand out in a busy Starbucks pastry case while fitting within the established Starbucks family.

The Bantam Bagels brand had to stand out in the freezer section and in a busy Starbucks pastry case (while still fitting within the established Starbucks look and feel).

Photography Selection and Art Direction

I art directed annual photoshoots with a professional food photographer allow the brand to maintain a fresh look. Lighting, styling, and prop selection provide a consistent look.