BAGELS & CO.

   Bagels & Co. was born from hunting for a real New York bagel experience in

Philadelphia—and building it from scratch when it didn’t exist. Not only did I

develop the full brand system: identity, tone (“schmear” as our vocabulary

anchor), seasonal campaigns, and our flagship mascot, Joey Schmear,

I also named the company at its inception and have been behind the brand's

wheel ever since. The result is a playful, repeat-worthy neighborhood brand

built to scale without losing its deli counter charm that has expanded to Florida

and soon many more states across the country.