B for BAGEL emphasizes the brand’s playful personality through a friendly and vibrant visual language. Illustrations and graphic motifs humorously reinterpret the shape of bagels, adding visual delight. The orange and green color palette conveys freshness and energy, while ensuring a consistent brand experience across packaging and merchandise. Typography balances readability with character, delivering the brand message in an intuitive and memorable way. In particular, character designs incorporating eye motifs add humor and liveliness, serving as a device for emotional connection with consumers.