Abe’s Bagel Bakery

Abe's Bagel Bakery approached Marx to reinvigorate their Bagel Bites packaging to facilitate entry into the Australian market. The brief was to communicate the delicious chip-alternative lunchbox snack, in a way that appealed to both mums and school-age kids.

Our approach was to lend a story-book charm to the packaging by hand drawing all elements using pen and watercolour. We created unique stories on each pack, with Abe the Ape (our Bagel Bite hero) outsmarting a rather bumbling explorer. The result is a range of snacks that delight and surprise.