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H&H Bagels has been rebranded in collaboration with New York-based creative studio High Tide. H&H, known as New York's top three bagels, has been on the Upper West Side since 1972. As we prepare for national expansion, we need to stay true to our New York roots and spread the word to more people. The modern reinterpreted elements are good, but the script typeface that emphasizes the human side especially stands out.
We reorganized the visual identity of all contact points with customers both online and offline, from packaging to website. The traditional circular seal has been transformed into a more identifiable form. The appearance is inspired by the seal attached to bagels. For expansion purposes, the name of the region was omitted and the year of establishment to promote tradition and the product being sold, bagels, were included. The round font that gave off a cute feel has been changed to a thin and tall font. The & symbol in the center has been changed to be more unique and modern to make it easier to remember.
We maintained the dark blue and white colors but created a slight tonal difference. The blue has been slightly brightened and the white has been given a bit of a warmer tone to match the bagels. We also decided on a palette of cobalt blue, avocado green, gold yellow, ketchup red, and rock pink using bagel ingredients.
In addition to functional, easy-to-identify sans-serif typefaces, we also designed serif and script typefaces that make an elegant impression in a variety of environments. The contrast in thickness is large and the change in direction of the strokes is light, giving the feeling of writing quickly by hand. If you go further, you can even imagine the hands of the person making the bread.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
