Good Bagels opened in Tel-Aviv with a specific challenge: bring authentic New York bagel culture to a city that has its own strong food identity. The bagel itself was the easy part. The brand needed to do the harder work of saying “New York” without translating into pastiche or losing its place in Tel-Aviv.

We built the identity around heavy, deli-density typography and a visual language that read as both 21st-century New York and current Tel-Aviv. The tagline “Have a good one” anchored the verbal side, light enough to live on a paper bag, and specific enough to carry the brand.

Merchandise sat as a deliberate brand layer rather than an afterthought. The work tried to give Good Bagels a brand that earned its place on a Tel-Aviv street, not one that asked to be loved because it came from somewhere else. The bagels do the cultural import. The brand does the local welcome.