A pioneer in the renaissance of Detroit’s culinary scene, the Detroit Institute of Bagels was looking for a new look & feel. Their owner, Ben Newman, collaborated on a new brand identity inspired by the classic Deco and Futurist designs that drove much of Detroit’s most notable architecture.

The patterns within the branding system depict specific elements—from the shamrock of their Corktown neighborhood’s Irish roots to the poppy seeds & sesame seeds and the water they boil their bagels in.