In my opinion, the foundation of fantastic branding starts with a strong typography system. Theresa Zettner is the designer behind the branding for bagel shop Malénka, and the details have been beautifully executed. Inspired by the Polish word “malénka,” meaning “little one,” the design system is warm and approachable. The bright cobalt blue paired with the poppy shade of red creates a lively aesthetic, perfect for a shop specializing in everyone’s favorite breakfast grub.

Malénka is a bagel shop with Polish origins that needed a bright visual narrative to give life to its brand, while expressing its Slavic heritage. Through visual and textual research I sourced the root of the branding from traditional Polish Wycinanki (paper cut outs), embroidery, and other handcrafts from various regions.