Brand Identity Designer — East London Bagel Shop (Hospitality)

Atlas Bagels — Creative Brief

Atlas Bagels is a new bagel shop opening in East London (Shoreditch / Old Street area) in September 2025. The concept is New York-style open-face sourdough bagels, done properly for the first time in London.

The name Atlas reflects the idea that food travels — the bagel crossed from Eastern Europe to New York, became a cultural icon, and is now arriving in London. The brand should feel like it carries that journey with it.

Tone & Aesthetic
Confident, considered, and a little austere — not loud or street food casual. Think independent New York deli meets East London craft. Clean but with character. It should feel like it belongs in Shoreditch but wouldn't look out of place on the Lower East Side.

Audience
Tech workers, run club crowd, food-literate Londoners, corporate catering clients. People who notice good design and would be put off by anything try-hard.

Scope of Work
— Wordmark / logo
— Colour palette
— Typography system
— Paper bag design
— Menu card
— Sticker / stamp
— Packaging guidelines
— Instagram templates / social media assets
— Brand guidelines document

Not included in this scope: website.

Timeline
First concepts needed by mid-April. Brand identity fully signed off by 30 April — this is a hard deadline as packaging, signage, and social all depend on it.


Please come back with a quote, your proposed process, and any questions before we confirm.