October 01, 2013


This simple little tableau argues obliquely that their food and beverage is natural without having to actually make the claim. It leaves us with the impression that they’re the kind of people who wouldn’t use the junk we’re afraid of, but it lets us draw the conclusion ourselves.


No insincere-sounding press-releasey statements like “Here at Bethesda Bagels, we’re deeply committed to using only the finest quality flours…” stencilled anywhere in the shop. And if they made the claim directly, we’d probably be less likely to believe it, and certainly more likely to start consciously looking for evidence that it’s not true.

more insights