Project Description: “B Bagel is a growing bagel bakery brand in London with a strong family ties in handmade bagels. TGP International was commissioned to provide a design evolution of the existing identity into a cohesive and scalable concept to attract new Gen Z audiences whilst retaining familiarity for the existing. The Strands new site needed to meet the demands of high operational efficiency and brand distinction.
The layout resolves the site’s narrow footprint with a gentle curved L-shaped counter at the entrance that organises the queue flow and showcases freshly baked bagels guiding customers to the order point. Open kitchens reveal the boiling and baking process, reinforcing a transparency and honesty an important brand value for the client. Leaning ledges by the bakery and wall niches provide informal waiting points, easing congestion and supporting the element of spectatorship a reminder of their commitment to the freshly baked.
Materials were selected with a reference to the bagel from the natural warmth of the oak to the graphical seed sprinkle terrazzo. Micro-cement flooring grounds the space with texture and practicality. Stainless steel connects front and back of house visually and operationally. Terrazzo introduces graphic contrast, while red grout and light box messaging aide navigation. The exposed brick walls of the existing Strand site support the approachable and authentic tone of voice of the brand
The design introduces a kit-of-parts strategy that will be present in further locations supporting ease of rollouts and applying consistency.
Flexibility for key material changes is encouraged in this strategy to respond to the sites location to feel fresh and differentiated whilst familiar.”