Best Ugly is a local Bagel shop run by renown New Zealand chef, Al Brown. It specialises in bagels and coffee, using a nine tonne oven crafted specially for bagels. The bagels made are Montreal style, which he loved when he went to Canada.

It was very important to Al Brown, for the bagels to be done properly and to create the most authentic woodfired Montreal style bagels for New Zealanders. The oven is a bagel oven made specifically for bagels built by people he brought all the way from Canada. He has sent people to Canada to learn how to roll bagels, all in the name of authenticity and integrity.

I wanted to create a typographical piece to be shown and it would be different from the photo they had mounted on the wall. So I looked at what font style would best suit the look and feel of their brand.

I first took the main themes communicated through their brand, Al Brown's video explaining what their shop was all about, and some of their more popular menu items. I Also added a very subtle grunge texture to the logo to accentuate the roughness, simple and humble values of the brand.

The work looked a little blank just with type and lacking in character so I decided to add in simple illustrations. Next was just to add a bit of colour to the illustrations to bring them to life, play around with the layout and placement of the text, and playing with colours on the text.