Masses Bagels grew from the market into a permanent home in Fitzroy, slowly building a loyal following around a focus on quality and process:: make exceptional bagels with care, patience and good produce.

The refresh was approached as an evolution, building a stronger system and bringing greater clarity and consistency to the identity while retaining the character that had made Masses recognisable in the first place.

At the centre of the identity is process. Masses’ bagels are wild fermented in small batches, allowing the dough to slowly develop over time. This evolving nature of fermentation, changing, growing and responding to its environment, became a guiding idea for the visual system.

A new typographic language gives Masses a clearer and more distinctive voice across menus, packaging and communication. Led by ABC Dinamo’s Camera Plain, its circular forms became a natural fit for a brand where circles are everywhere.

Rather than replacing that mark, we expanded its role. Repeated, multiplied and shifted, it becomes a graphic texture that can continually change across the identity. What was once a singular asset becomes something more expressive and alive, echoing the ongoing process behind the product itself.