H—K
Designer
Rollin Bagels NYC
Year
2025

Deliverables 
Branding
Livery design

Client
Rollin BagelsRollin’ Bagels NYC approached me to design the livery for their second truck. I introduced a bold new green colourway, refined the logotype, and crafted a graphic system built around playful, high-impact typography. The result brought fresh energy to the streets of Manhattan — resonating well with both locals and bagel lovers alike. A joyful, high-visibility project that balanced creativity with technical precision.
Task

Rebrand Rollin Bagels NYC as a bold, street-level food truck that visually stands out in Manhattan and communicates its playful, irreverent energy.
Challenge

The brand needed to break away from the cliché “artisan bakery” aesthetic while staying functional and legible for large-scale truck graphics and print applications.
Solution

Developed a bold typographic identity supported by expressive brush‑stroke graphic elements and a vivid green palette. Applied this to the truck livery, creating a brand that feels distinctly New York—loud, gritty, and impossible to ignore.

I redrew the logo using a clean sans serif typeface to create a more simplified version. The previous logo was quite condensed, and I felt that a modern sans serif would bring a more contemporary feel while still preserving the original identity with the distinctive double “L.” I also updated the brand colours, moving from a purely green palette to a slightly teal tone to add a more refined and sophisticated look to the brand.




Early Concepts


Design Approach

I designed a bold, type-focused system using oversized brushstrokes to capture the energy of NYC streets.

The goal was to make the visuals loud, fast, and recognisable—especially in busy urban settings.

I kept things simple: bright yellow for motion, blocky white type for impact, and the brand’s smile graphic to tie it all together.



Truck Livery


 



©2025