When thinking through branding concepts, we wanted to stay away from anything too cheesy. Lift bridge logos are extremely overdone in the Duluth/Superior area where Lift Bridge Bagels is located. Owner, Lexy Land, also wanted us to stay away from using a classic bagel as well. After uncovering as much as we could about the business' personality and differentiating qualities, we conducted research on Lift Bridge Bagels' industry as well as their direct competitors. Doing all of this research help arm us with the knowledge needed to let Lift Bridge Bagels stand apart from the crowd. For the logo's design, we landed on a timeless wordmark. The words ‘Lift Bridge’ uses a scrip font, which brings a soft personal touch to the brand. It is balanced out, however, by having ‘bagels’ in a sturdy, uppercase font just beneath it. In addition to the wordmark, we also created a full icon and a shorthand icon. The full icon uses the full brand name with a custom-designed ‘L’ and ‘B’ woven together by a blade of wheat. And let me tell you, we tried a LOT of different options for that blade until we got to the perfect one that had just the right balance of wheatyness. Once finalized, the Lift Bridge Bagel branding has been implmented on the business' website, social media accounts, packaging as well as other marketing materials.

When we build out a brand, we want it to inspire the business. That's why we show our brand concepts in the context of what it could look like in use. At the start of our partnership together, Lift Bridge Bagels did not have a physical storefront. However, it was a dream for 'someday'. With that nuggest of knowledge, we made sure to include brand mock-ups of a potential storefront in addition to the brand being used on packaging, signage, social media, etc. This practice also allows us to test out the brand concpt to ensure it's flexible enough to be used through the business' future growth.