Holey Dough & Co.

brand identity design

The delicious result of an unfortunate layoff, Jake Rubin crafted a bagel that not only filled a void in Chicago’s culinary scene but redefined it—literally, as his bagels are famously hole-free and double-seasoned. Within a year, his bagels became some of the city’s most yearned yeast, selling out in seconds. 

When Jake approached me, he had a name, a sketch, and a vision: a brand that felt warm, inviting, and effortlessly balanced between modern and vintage. He wanted a touch of wit and playfulness, drawing inspiration from his tagline, “The Dough Has Risen,” and flavors like Sister Sesame.

In exchange for a lifetime supply of bagels (not really but I wish I had worked that into the contract), I developed the branding for Holey Dough & Co. The result? A delicious brand that one semi-famous food influencer on TikTok has deemed “gorgeous.”