Inviting in the neighborhood


Call Your Mother bagels is located in a quickly gentrifying neighborhood in D.C. Although CYM is not a client, I experimented with making their brand less ironic and more friendly—one referencing the intergenerational and diverse area the bagel shop is located in. In the “Mom pop-ups” concept, local moms come in as compensated guest-cooks and add their signature dish to a bagel brunch.

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I played with the idea of moms and antiques referenced in their current branding. I hoped to make CYM more intergenerational. My goal was to attract both an older generation who would remember how to actually use a rotary phone and the hip crowd interested in novelty which is CYM’s current audience. I created an interactive rotary phone navigation for the homepage. Outside the home screen, a bagel icon drops down into a column of navigation buttons.