I’ve lived in New Jersey for a long time and more recently moved to New York. There are a plethora of local delis, bodegas, and chain breakfast cafes, but the more memorable ones have something that stands out from the rest. 

I started with some hand-drawn illustrations of an everything bagel, to differentiate from looking like a donut. I then chose the colors to be reminiscent of a bagel with lox, as that is a classic, and it gives some fun colors to play off of aside from the natural earth tones that bread usually provides. 

I had some fun making the packaging something photogenic, as an Instagram story is as good as a paid ad nowadays; encouraging customers to take a photo of their breakfast and make people want to come visit the location.