BGL™
A bold identity crafted for a forward-thinking fashion house where urban energy meets modern minimalism.
About the Brand
BGL is a modern bagel bar built around one core idea — giving people full control over what they eat. Instead of fixed menus, the brand introduces a flexible system where customers create their own bagel combinations from a wide selection of spreads, fillings, and toppings. The concept is fast, intuitive, and rooted in everyday convenience, transforming a familiar product into a personalized experience. BGL positions itself as both accessible and elevated, balancing speed with thoughtful choice.
Our Approach
The strategy focused on translating customization into a clear and confident visual system. Rather than overcomplicating the identity, the design leans into bold typography, warm bakery-inspired tones, and simple but memorable iconography. This creates a foundation that feels structured, while still leaving room for expression — mirroring the build-your-own concept. The menu design plays a central role, acting as both a functional guide and a brand touchpoint, ensuring clarity, speed of decision-making, and a seamless in-store experience.
What We Created
We developed a cohesive brand identity system designed to scale across every customer touchpoint. This included a bold and recognizable logo suite, a warm and grounded color palette inspired by baked goods, and a clean typographic system built for clarity and impact. Beyond the core identity, we designed practical applications such as menu layouts, packaging (cups, bags, and wrapping paper), and in-store signage — all structured to maintain consistency while supporting a fast-paced, customizable experience. Each element was intentionally minimal, ensuring the brand remains adaptable while allowing the product and user interaction to take center stage.
Result
The new identity dramatically elevated Lumen Atelier’s presence. Their launch campaign went viral across fashion communities, with praising the “cinematic, urban dream” aesthetic.
Boutique retailers reported higher demand, and the refresh positioned Lumen Atelier as a rising name in contemporary street-lux fashion.
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