Grumpy Bagels

The starting point for Grumpy Bagel’s new direction came from Claire’s desire to build a world that felt distinctly Western vintage; charming, nostalgic, and rich with character. Naturally, my mind went straight to the visual language of Peter Rabbit. Soft, hand-drawn lines, muted palette, and a sense of storybook warmth—but with an antagonistic twist.

I was living in Batukaras, West Java then, walking salt-warmed streets, and I thought of Edgar from The Tropical Poison, a good friend & neighbour, a man who paints with his Wacom like an old soul, a design menace. Perfect! We teamed up: I shaped the visual system, timeless and honest; Edgar drew the pictures, roughened and grumpy. The result felt like a roadside tale—worn, true, a little grouchy.

Images courtesy of Grumpy Bagels

Scope: Brand Identity
Client: Grumpy Bagels
Completed: July 2024