Bagel Universe is imagined for a younger audience who see food as part of a lifestyle, not just a purchase. The brand moves away from the soft and delicate codes often used by bakery brands, turning the bagel into a relaxed, expressive everyday symbol.

The identity is led by a lazy dog character whose rounded body borrows from the soft circular language of bagels. Through additional animal characters and poses, the system grows into a small visual universe designed for packaging, retail, merchandise and social sharing.