Honouring History, Embracing the Future
For decades, this iconic bagel shop has been a staple of New York City’s food culture. Its brand identity, however, had grown outdated and no longer resonated with modern audiences. High Tide stepped in to give the brand a much-needed refresh while ensuring it stayed true to its rich history. Their solution? A design approach that carefully preserved the essence of the original while introducing fresh, contemporary elements.
At New Century Design, we often work with clients who share a similar goal: to modernise their brand while maintaining the authenticity that loyal customers cherish. It’s a delicate balancing act, but when done right, it can yield powerful results.
The Power of Typography and Colour
High Tide reimagined the brand’s visual identity by focusing on two key design elements: typography and colour. They introduced playful, modern typefaces that reflected the bagel shop’s warm, welcoming personality. Vibrant colours added a sense of energy and approachability while still evoking a sense of tradition.
This strategy highlights how thoughtful choices in typography and colour can transform a brand’s perception. At New Century Design, we always emphasise the importance of these elements in creating a cohesive identity that speaks directly to the target audience.
Nostalgia as a Brand Design Tool
One standout aspect of High Tide’s work was their clever use of nostalgia. By incorporating subtle nods to the brand’s storied past, they tapped into customers’ emotional connection with the shop. This included vintage-inspired illustrations and references to the shop’s original signage, which struck a chord with both long-time patrons and new customers.
Nostalgia is a powerful tool in design, particularly for brands with a deep heritage. It bridges the gap between generations, creating a sense of continuity that builds trust and loyalty.
Lessons for Your Brand Refresh
The story of High Tide’s work on this NYC bagel brand is a testament to the transformative power of design. Whether you’re a small business looking to modernise their brand identity or an established brand aiming to reconnect with your audience, here are some key takeaways:
- Stay True to Your Roots: A successful brand refresh honours the past while adapting to the present. Embrace your heritage and let it guide your design choices.
- Use Design to Tell Your Story: Elements like typography, colour, and illustration can communicate your brand’s personality and values. Make them work for you.
- Appeal to Emotion: Nostalgia and storytelling can deepen your connection with customers. Don’t shy away from weaving your history into your brand narrative.
At New Century Design, we believe every brand has a unique story worth telling. Whether you’re refreshing a classic or building a new identity from scratch, our tailored design approach ensures your brand stands out in a competitive market. Let’s create something extraordinary together.
