After launching in Connecticut and quickly becoming a sensation, Popup Bagels set its eyes on national expansion. We worked together to turn a local phenomenon into a world-class brand, starting with the opening of its first retail location in NYC. Our challenge was to create a brand that could scale without becoming a soulless chain. With heritage shops on one end, and trendy rainbow bagels on the other, the answer was right in front of us: a plainly perfect bagel that speaks for itself. Every decision, from the brown paper to-go bag to iconic merch, makes the bagel the star. We also created an intuitive web experience with a unique pre-order system, necessary in the face of overwhelming demand. With fans lining up, the brand has claimed its permanent spot in bagel history.