Wicked Bagels brand creation
Client: Food Fresh
Project scope: strategy . branding . visual identity . packaging . collaterals . brand book
WHY?
The Singapore bagel market was crowded but lacked a player paying a true homage to where bagels are from – New York. Our client wanted to break through with a brand that wasn’t just selling bagels, but attitude — bold, gritty, and unapologetically different. The challenge was to create a concept that captured the raw energy of New York streets and brought it into a B2B food landscape.
HOW?
Meet the Wicked Bagel Family – Made in Da Bronx. We developed a brand rooted in irreverence and character, embodying the grit of New Yorkers through a series of iconic bagel “characters” – from Witty to Wild Bagels. The identity was unapologetic and daring, standing apart from polished competitors. This concept came to life through collaterals, packaging, and a comprehensive brand book, ensuring a consistent and powerful voice across all touchpoints.
