Ugly Bagel’s brand is built on bold personality, playful irreverence, and a willingness to not take itself too seriously—while still maintaining a polished, highly recognizable presence. While I did not develop the original brand identity, I have worked closely with their team across multiple shop openings to faithfully execute and thoughtfully extend that visual language into new environments and applications. My role has centered on translating Ugly Bagel’s established voice into cohesive, effective design across both digital and physical touchpoints. From in-store signage, menu boards, and environmental graphics to social media content, digital advertising, and campaign concepts, each piece is designed to feel unmistakably on-brand while adapting to the needs of new spaces, audiences, and growth moments. This ongoing collaboration focuses on consistency without rigidity—ensuring the brand remains flexible, energetic, and instantly recognizable wherever it appears. The goal is always the same: create eye-catching, memorable visuals that amplify Ugly Bagel’s humor, celebrate its product, and reinforce the community-driven spirit that defines the brand.