Graphic

A Philadelphia-based bagel shop indulging customers bagel building dreams with their namesake schmears and fresh ingredient combinations. Cohere was enlisted to consider strategy, brand identity, and creative application of the brand touchpoints. The visual identity that was created is a classic retro deli inspired direction that embodies the word “schmear” in every way. It is nostalgic set in a modern context to be warm, approachable and appropriate for breakfast, at the crossroads of retro-ism and modernism. The word mark was set in a bold typeface with variations that take on a wavy visual movement, referencing the signature bagel spread that set Schemer apart from other breakfast concepts.