Bagelmania new look by Formation

The Formation has developed a fresh look for bagel shop Bagelmania, which will be unveiled at its new James Street outlet in London on 9 July, as the chain seeks to expand in the capital and elsewhere in the UK.

The consultancy’s interiors will be retro-fitted to Bagelmania’s seven existing properties and the company plans to roll out a further 26 stores within the next three years, ‘principally in London. But we are looking at opportunities around the country’, says Bagelmania managing director Alex Chesterman.

Chesterman says the brand intends to become a leader in its category, with a positioning on a par with that of sandwich chain Pret A Manger and coffee bar Starbucks.

The aim of the brief, part of a wider rebrand the consultancy has been working on for more than six months, is to ‘put the mania back into bagels’, says The Formation creative director Adrian Kilby.

The interiors feature bagel-shaped seats and tables, a ‘bagel-wall’ covered with giant photographic product shots and a menu panel with illustrations commissioned from Ali Pellatt, says senior designer Aimee Franklin, who was responsible for the concept.

The Formation has also revamped the brand’s identity, website, print design, uniforms and packaging.

The consultancy won the job in September last year without a pitch on the strength of its work for Pret A Manger.