Honest shape, confident presence.

The approach

Bagel Belly is a Copenhagen shop that treats every bagel as a small act of care. The brand lives in the morning ritual, the line at the counter, the first tear of the crust. We set out to design an identity that feels made by people and not polished into something anonymous. The story needed to be simple, warm, and memorable.

The logo centers on an organic ring that carries the trace of the hand. Not a perfect circle. The contour holds slight variation that suggests dough rolled on a board and shaped by feel. Paired with a straightforward wordmark and restrained color, the mark signals approachability and trust without calling attention to itself.

The result is a friendly identity with enough texture to feel human and enough structure to work anywhere. It reads quickly from the street, holds up in production, and leaves the product as the main character.