Einstein Bros. Bagels

INVENTING A NEW CATEGORY

Einstein Bros. Bagels began with the development of the Bagel and Bagel franchise, an innovative restaurant concept now commonly referred to as “fast casual.” Willoughby designed the prototype store in 1986. The success of Bagel and Bagel led to a merger that became the Einstein Bros. Bagels brand. Willoughby designed the brand identity and helped launch the first store in Ogden, Utah — a perfect test ground where bagels were almost unheard of. One of the most notable elements of the brand still used today are the “bagel guys,” Melvyn and Elmo, who were originally created by Willoughby for Bagel and Bagel.