Visual Communication - Bachelor
"BAEGO" is a brand created to bring warmth, joy, and convenience to everyday life through delicious bagels. Beyond food, the brand aims to create a cheerful space where customers can feel comforted and connected — leaving the shop with both a satisfied appetite and a brighter mood.
The brand name BAEGO was created from the word “bagel” but intentionally modified to be more unique and memorable. It also cleverly references the slang term BAE (“Before Anyone Else”), reinforcing the slogan “Bagels Before Anything Else.” This name expresses both devotion to quality and a fun, youthful personality.
The mascot idea came from my earlier typography project, where I explored how letters themselves could form expressive shapes. Inspired by that, I designed a bagel-shaped character that integrates typography into its form, keeping the brand visually cohesive and playful.
The colour variations were inspired by different bagel flavours — each version reflecting a distinct taste or mood. This added flexibility and personality to the brand system, allowing the mascot to adapt across contexts like menus or packaging.
Together with the rounded typography Chauncy Pro and a bright orange–blue palette, the visual identity expresses warmth, energy, and friendliness — capturing the comforting yet dynamic spirit of freshly baked bagels.
Mia Yabuta is a Japanese graphic designer with a strong focus on branding and visual communication. Passionate about creating designs that connect emotionally, she brings a sense of playfulness to every project she works on.