Benji’s Bagels
& Coffee
Benji’s Bagels & Coffee is a concept brand I developed to explore a playful, nostalgic take on a New York–style bagel shop and café. During the ideation process, I envisioned a fun, retro-inspired identity featuring an illustrated mascot, engaging social media content, and cohesive brand visuals that would appeal to foodies of all ages. My goal was to capture the excitement of a soft opening campaign complete with exclusive promotions and inviting, photo-worthy moments.
The result is a fun, eye-catching concept that celebrates classic comfort food with a modern twist!
Scope
❋ Logo Design
❋ Character Design
❋ Branding
❋ Social Media
Client
Passion Project
Character Design
+ Illustration
Meet Benji — the cool, new bagel in town. Designed as the face of Benji’s Bagels & Coffee, this cheerful character captures the brand’s fun, approachable energy with a playful retro twist.
I drew inspiration from mid-century cartoon mascots like Mr. Peanut, Kool-Aid Man, and vintage cereal box characters where charm, simplicity, and personality took centre stage. Stylistically, Benji blends 1950s rubber hose animation with modern vector art. The result is a character that feels both nostalgic and fresh — instantly recognizable on packaging, signage, and social media.
Benji’s beanie and coffee cup hint at the everyday rituals that make bagel runs special, whilst his energetic stance and bold colour palette embody the brand’s confident “local favourite” attitude. He’s a walking invite to grab a bagel, sip a coffee, and join the fun!
