The Getty 🥯
Brand identity for The Getty, a bagel shop committed to serving the Portsmouth, NH community delicious food in a welcoming, fun space.
Inspired by a bagel, chewy, bubbly, elastic, and delicious! The brand identity embraces experimentation and irreverence and leans on a universe of characters appropriately named The Doughberts. The brand identity conveys a sense of joy and familiarity at every touchpoint.
Project developed at Fuzzco. Contribution: Branding, Typography, Illustration, Copywriting
Design
Deborah Gonzalez Neaves
Eric Ellis
Design Direction
Ryan Hubbard
Illustration
Deborah Gonzalez Neaves
Eric Ellis
Agency
Fuzzco
Year
2022
It’s Alive!
The Getty’s personality is inspired by the historic irreverence of bagel makers who were the first bakers to unionize in New York in the fifties and the fascinating fact that yeast is a living ingredient in every bagel.
The visual identity avoids traditional ideas of brand - there is no one logo, no one color, no grids, no templates. It’s an alive organism that shifts and adapts to each unique impression, whether that’s a hat, shirt, napkin, or menu. It’s sketchy, decidedly un-polished, doesn’t take itself seriously, and is not afraid to try new things.
