Einstein Bros. Bagels Interior Artwork Package
Client: Bagel Brands (Einstein Bros. Bagels)
Services: Illustration, Gallery Artwork, Vinyl Mural
Credits: Art Direction & Principle Design: Adam Vicarel
Illustration: Carly Salzman
Production & Illustration: Matt NarcaPhoto: Alex Workman
A vibrant artwork system illustrated to energize new locations.
THE OPPORTUNITY
As part of a larger brand repositioning exercise, Einstein Bros. Bagels was evolving its store design to feel more premium, vibrant, and welcoming. There was a need for a more cohesive art package that could help transform the space into a more energetic and neighborhood-oriented space, while reinforcing the brand’s optimistic personality and resonating with a younger, design-aware audience.
THE SOLUTION
Vicarel Studios developed two key sets of deliverables: seven gallery-style artworks and two styles of a vinyl mural. The gallery pieces visualize people “owning the morning,” celebrating the joy and ritual of fresh-baked breakfast, and serve as visual anchors behind tables throughout the stores. The vinyl mural introduces a large flood of warmth, energy, and brand texture across the space. Together, the artwork supports the updated interior finishes and breathes new life into the environment, helping the updated Einstein locations feel more vibrant, contemporary, and distinctly their own.
Artwork Strategy
Vicarel Studios approached the artwork package as a strategic extension of Einstein Bros.’ evolving brand positioning. Working closely with the leadership team, we defined how the artwork could elevate the guest experience while reinforcing the brand’s optimistic, premium, and neighborly personality. Through moodboards, positioning exercises, concept iteration and stylistic exploration, we created an artwork system that’s rooted in warmth, playful fun and everyday morning rituals. The final illustrations balance product cues with character-driven storytelling, creating a contemporary artwork system that resonates with Millennial and Gen Z audiences.
Vinyl Mural Strategy
For the vinyl mural, Vicarel Studios developed a richly illustrated pattern that celebrates the world of fresh-baked breakfast. Combining bagel motifs, ingredients, bakers, morning rituals, and neighborhood moments, we created a repeating pattern designed to work across a variety of wall sizes and aspect ratios.
The vinyl mural serves as a more subtle, tone-on-tone backdrop in locations that display the gallery artwork, and a more vibrant, colorful art piece in locations that do not have the space for gallery installations. Regardless of which version is used, the design reinforces the brand’s optimistic personality and the relatable themes of fresh-baked breakfast, morning rituals, and everyday neighborhood connection.
