SADELLE'S

Sadelle’s in SoHo will always hold a special place in my heart as my first food and beverage project with Major Food Group while serving as Art Director at Ken Fulk Inc. Since then, my collaboration with MFG has included star-studded ventures like Carbone and the bold Dirty French, among many others.

My first task when I joined the team was to create a repeating toile pattern for the water closets. However, once the design came together, we realized it would be more than just something to be gazed upon during chance visits to the loo; it would become the centerpiece of the entire packaging program. In fact, it would provide the inspiration for Sadelle’s full identity and branding system.

packaging on display in Las Vegas

branded enamel table top

The project’s mission spoke clearly to us: Celebrate the New York bagel. We pulled the color palette’s foundation from the fresh ingredients of Sadelle’s signature lox bagel tower. Then, at the heart of the restaurant, we designed a bagel-baking theater—a stage where magic unfolds in real-time. Like clockwork, every fresh batch that emerges from the oven is met with the rallying cry of white-capped bakers who shout, “HOT BAGELS!” for a truly immersive sensory experience for patrons.

In 2019, Major Food Group expanded to the Bellagio in Las Vegas, where its identity evolved beyond the custom toile and logo. We developed alternate logos and new patterns and refined the typographic system for menus and the website. We embraced the packaging’s vibrant color story, including the bold hues of aquamarines, pinks, peaches, and greens.

Our product design included collaboration on a capsule collection with streetwear brand KITH, which further cemented Sadelle’s unique vibe and breadth of presence in New York.

Locations in Dallas and Riyadh, Saudi Arabia came next. Sadelle’s truly exemplifies a brand that delivers the enduring spirit of the New York bagel to every city it touches worldwide.